Jennifer Fraser is the jf in jfXD. Jennifer is an accomplished design executive with deep experience in the field of Experience Design. She has an authentic and co-creative approach to leadership that focuses on individual agency to drive measurable success across the organization. She facilitates collaboration with colleagues, clients and customers through every phase of a project – from the initial discovery, through to implementation and measurement – ensuring that the final product will both meet business goals and resonate with the people using it.

She worked as an architect in her former life, which relates to her systems-thinking approach and her ability to uncover the underlying connections between things.

She has given talks and facilitated workshops at over 40 conferences world-wide. Some of the recent conferences she has spoken at are the Rosenfeld Advancing Research 2023, uxcon Vienna 2023 and EuroIA 2023.