Anna Barba Vila, VP of Product Design, UserTesting

Anna is VP of Product Design at UserTesting where she leads a global team of product designers and UX writers with the mission to enable real human insight and lead a movement for empathy.Anna joined UserZoom (now part of the UserTesting family) over a decade ago, and during her tenure, she has led the growth of the design team, helping scale the company as it expanded into new markets and strengthened its position in the UX research space by accomplishing 12 consecutive quarters of record revenue, leading ultimately to the acquisition by Thoma Bravo and the merger with UserTesting.

Driving Business Impact Through Design in the AI Era

This masterclass helps designers and UX leaders strengthen their strategic position and clearly articulate business value in an AI accelerated environment. Participants will explore how the role of design is evolving, where it creates the most leverage, and how to move from execution to influence. Using practical frameworks and real world examples, the session focuses on positioning design as a strategic driver of transformation, not just a delivery function, and on communicating impact in a way that resonates with executives and skeptical stakeholders.