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Liga Letina

Head of New Initiatives,
If P&C Insurance AS

Līga is an experienced research practitioner and user experience and service designer with 12+ years of experience. Currently, Liga is Head of New initiatives unit in If P&C insurance, leading teams of Digital service designers, RPA and other developers, and working on digital and automatisation solutions for projects across Baltics and Nordics, as well as promoting Design thinking approach in classical business and IT processes.
Liga engages in user experience research and IA design for leading FinTech, finance, banking and telco companies, but she also works with the public sector and healthcare. Passionate about creating awareness of these fields, she curated the UX Riga Conference and facilitates co-creation workshops.

Liga strongly believes creative and playful methods, as research and design sprints, merged together with business thinking can lead to loved products and services.


Orchestrating the design orchestra

Design is growing and maturing in organisations, raising questions on design governance, and design organisations. In this presentation, Liga will talk about the design team and organisation models for organisations, as well as share the daily challenges and roles a design leader has to adopt. Liga will also share the If Insurance design practices, routines and team culture creation to maintain the motivation of designers while going through a corporate rollercoaster. Liga will also touch on her personal lessons on her journey from being a UX designer, becoming a design leader and manager and what to expect when planning such a career path.