Katarina is an independent product-market-fit consultant and fractional UX leader based in the Netherlands. She works with founders and product leaders to figure out what their customers actually need, in order to build successful products and go-to-market strategies. Most recently she’s  been helping tech companies build out AI experimentation labs to speed up the process of launching AI products that are actually valued by customers. Before going independent, she was VP of UX at Adyen, where she founded the UX research team and led the UX org across product design, customer research, content design, and localization. She’s also co-founded the home swapping platform Swaphouse.io with her husband and helped grow it to 3,500+ homes across 94 countries. When she’s not translating user needs into product strategy, you’ll find her biking with her poodle, Mousey, in the bike basket on their way to “research” some delicious baked goodies.