Andrea Kravetz
Vice President, User-Centered Design
Area of Expertise: Partnering with customers through the user centered design process to develop products that truly enhance the customer experience
Andrea’s passion for user centred design stems from her own experience as a user of electronic research tools. She began her career as a lawyer but felt there was a way to deliver better systems and, with no technology experience or knowledge, went on to pursue a career doing exactly that. As an industry pioneer of usability testing and user feedback, Andrea is a strong advocate on the value of incorporating the user into the development process and frequently lectures on the topic.
She currently manages the UCD team at Elsevier, considered best-in-class by Fortune 1000 companies. The UCD team are intimately involved in all phases of the product lifecycle to refine product and service definitions, work directly with customers to understand their needs, and conduct and evaluate usability tests, all to achieve the ultimate goal, to deliver interfaces that maximize efficiency for customers. In addition, UCD conducts field and ethnography studies on user behaviour to help drive concepts and new directions.
Andrea is a licensed lawyer and practiced law in Ohio for several years before joining the Elsevier companies in May 2001 as the Vice President for the User Centred Design Department (UCD) and the Advanced Technology Group. Prior to joining Elsevier, Andrea was employed at LexisNexis (a Reed Elsevier company) in Dayton, Ohio. She worked in a variety of departments at LexisNexis including Data Development, Large Law Firm Marketing, and also worked as Product Manager for Lexcite and Freestyle Natural Language Search. In addition, she was responsible for data enhancements including Company Dossier and Nexis News indexing taxonomy projects.
She has spoken at numerous events including the CHI 2006 CTO Panel in Canada, the University of Hiroshima in Japan, the International Advanced Digital Library Conference in Nagoya, Japan as well as World Usability Day.
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