Hi! I’m Lindsay, a design leader based in Toronto, Ontario. I have 20 years of experience working in design, business and technology across healthcare, finance, media & entertainment and hospitality.

I started my career at Critical Mass, where I had the privilege to work with kind, smart teams and clients. I spent six years going deep into the design of everything from online selector tools to digital credit card applications.

Those early days were formative in establishing two things for me: one, my passion for understanding human behaviour, and two, my curiosity for technology and our symbiotic relationship with it. I had the question: how can we design great software products that augment people?

I joined Normative in 2009 when we were just four people in a basement studio. I was fortunate to spend 14 years there, working on countless product design and strategy projects with truly remarkable people. I built our design practice from the ground up, then evolved that into our full innovation practice and became the Chief Innovation Officer.

My time at Normative wasn’t just about the projects. It was also about growing the Normative business, company and values. I developed a passion for how businesses operate and drive the creation of things in our society. I honed my leadership skills as part of Normative’s exceptional executive team.

I'm thrilled to now join the amazing Flybits team to help grow product and design there!

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  VP, Product & Design in Flybits

  Reach your customers when it matters most