Rachel Fleming is a user experience researcher and PhD cultural anthropologist working in the digital product space. Building on over a decade of experience using qualitative methods in international and US settings, she combines the iterative process of design thinking with an ethnographic approach to complex problems. She uses generative and evaluative research methods with the goal of improving products so they truly resonate with users. She often acts as a facilitator on product teams to focus strategic direction and help a team collaborate more productively.