Tracy Ross is a Senior Research Fellow at Loughborough Design School with expertise in experience design. She specialises in the application of people-centred methods to understand future opportunities for innovative services to tackle real-world challenges. She has 30 years of applied research experience, developing academic knowledge and applying practical methods to engage users and encourage them to think in creative ways. Her collaborative projects have all involved industry partners and explore a range of domains (mobile/wearable technology, digital mapping, social networking, transport, crowdsourcing) and user issues (well-being, behaviour change, data privacy and provenance, customer experience). Tracy’s previous clients and funders include: RAC Motoring Services, Nissan, Renault, Ordnance Survey, Jaguar Land Rover Rail Safety and Standards Board, UK Department for Transport, InnovateUK, EPSRC, and the European Commission,.