Laura Shaw

Laura Shaw is an accomplished design research professional with extensive experience in leading and shaping research practices across various companies. Currently serving as Director of Design Research at Xero since March 2022, Laura is instrumental in integrating design research with product development and business strategy. Previously, Laura held roles such as Research Director and Lead Design Researcher at Normative, where responsibilities included mentoring teams and guiding strategic decisions. Earlier experiences include UX design at Critical Mass and management roles at Kobo Inc., enhancing usability and research processes. Laura's educational background includes a Master's degree in Communication & Culture from Ryerson University and an Honours Bachelor's degree in English and Women's Studies from the University of Guelph.