Sam Ladner is a sociologist, UX researcher, and student of productivity. She specializes in ethnographic research for product design.  Her research has been published in peer-reviewed journals, has driven innovative online products and smartphone apps, and informed Microsoft’s vision for the future of productivity. She is the author of: Practical Ethnography: A Guide to Doing Ethnography in The Private Sector. She has worked at leading technology companies including Microsoft and more recently at Amazon, where she worked as Principal UX Research Lead for the Echo Look product. She holds a PhD in sociology, served as a Postdoctoral Fellow at the Ryerson School of Information Technology Management in Toronto, and currently teaches Research Methods at the Ontario College of Art and Design.


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