Rochelle King is Global VP of Design and User Experience at Spotify where she is responsible for the teams that oversee user research and craft the product experience at Spotify. Prior to Spotify, Rochelle was VP of User Experience and Product Services at Netflix. where she managed the Design, Enhanced Content, Content Marketing and Localization teams at Netflix. Collectively, these groups were responsible for the UI, layout, meta-data (editorial and visual assets) and presentation of the Netflix service internationally across all platforms. Rochelle has over 14 years of experience working on consumer facing products. Dr. Elizabeth Churchill is a an applied social scientist working in the area of social media, interaction design and mobile/ubiquitous computing. She is currently Director of Human Computer Interaction at eBay Research Labs (ERL) in San Jose, California.