Fractional Chief Product Officer and Founder of Rooted In Product

Brian Root is a seasoned product executive with a passion for developing impactful digital products, with extensive experience across eCommerce, FinTech, and InsurTech. He has built, led and scaled numerous cross-functional product and design teams, for companies ranging from startups to some of Fortune 100’s largest companies (Amazon and Walmart), and honed his ability to create environments that foster innovative solutions and drive growth by truly meeting users’ needs.

Fractional Director of UX Research

With over two decades of experience in UX research and design, Joanna Zander is a seasoned expert in creating user-centered digital experiences. She has led and grown multidisciplinary UX teams across industries, including e-commerce, mobile, hardware, government, and education. Holding a Ph.D. in Human Factors and User Experience, Joanna combines scientific rigor with industry expertise to solve complex design challenges with practical, user-focused solutions.

As a consultant, she specializes in UX strategy, user research, usability testing, and interaction design. She has held leadership positions at top-tier consumer and tech companies such as Amazon, lululemon, and Samsung, driving UX initiatives that balance business goals with user needs. Her leadership extends to academia, where she has taught UX principles at Simon Fraser University, Emily Carr University, and Kwantlen Polytechnic University.