Samantha Soma manages the rapidly-growing user experience and design community at GE. She is responsible for evangelizing design strategy, while helping design and development teams interact better, learn from each other, and engage across the global organization. Samantha came to GE with a Ph.D. focused on conflict resolution and community development. She has amassed a broad array of skills developed in diverse fields such as consumer and healthcare design research, divorce and family mediation, computer science textbook publishing, eldercare, university education, perfumery, and diversity training. She is committed to improving people’s lives through contextual analysis, conversation, empathy, and design.