MacBeth Watson is VP of Design and Research at Strava. As a member of the senior leadership team MacBeth works to define the athlete experience across all Strava surfaces and communications. She champions understanding the motivations of our athletes, the translation of those insights into product and she expressions that reflect a deep commitment to our community. While at Strava, MacBeth has led a growing design organization of product designers, brand designers, copy writers, creative operations managers and researchers while fostering a culture of insights informed discovery, exploration, continued evolution and improvement through collaboration across the company. Working at Strava has been a natural fit for MacBeth since throughout her life she has experienced the power of community to motivate athletes, developing discipline, achieving greater health and wellness.