Lorraine is Macadamian’s Director of UX Healthcare and plays a pivotal role in harmonizing end user needs, client expectations, and current technology. She leads clients in identifying product opportunities, conducting research, and planning UX strategy and growth. Her ability to grasp the subtle dynamics of business context and product requirements enables her to help define UX design strategy in support of fundamental business direction. She does this for medical information tool providers, EMR, as well as companies outside health care. Lorraine is recognized as an expert in UX research and the chairperson and leader of the Healthcare Information and Management Systems Society (HIMSS) Usability Community. Her expertise delivering user-centric or driven solutions to health care providers makes her a sought after speaker and presenter. As accomplished as she is, Lorraine is also a bit scary to some of us. She regularly gets up at 5:30 am, does a workout that most of us would associate with Spartan warriors, and runs marathons when she doesn’t find this tiring enough. When she not living her Linda Hamilton/Terminator workout lifestyle she loves taking her daughters to places – or biking with childhood friends while meeting eccentric millionaire winery owners along the way.