Rima Campbell

Rima is an accredited user experience professional with a focus on developing world class customer experiences and leading businesses to achieve the maximum return on every customer interaction. For over 20 years, she has acted as a strong advocate for the customer along with championing the best practices in user experience. She also has the business acumen and pragmatism to make intelligent tradeoffs for profitability. She enjoys coaching, mentoring people to achieve exceptional results.

Rima has 20 years of stellar achievement in UX leadership and execution. She spent nearly two decades at Citigroup in various capacities, IA, Design Strategy and UX Research. In her last 5 years at Citi, she strategically navigated a complex global structure at Citi and proved the value of UX insights, which resulted in growing the UX Research budget from $35K to $3MI and building a team of 13 researchers in a span of 5 years.