Emma leads the UX Service at the University of Edinburgh, where she and her team transform user experiences of digital systems, services and products to align them to the needs, expectations and perceptions of students, staff and other key audiences. Obsessed with working transparently, Emma began contributing to the open-source Drupal community and now leads UX research for Drupal, particularly focusing on Drupal AI, to harness its magic and power to help improve experiences for content creators, designers, developers and all who use Drupal. Motivated by working collaboratively on shared problems to spark innovation, generate inspiration and ideate on solutions, Emma runs a community of practice for UX practitioners working in Higher Education as part of a sector body, UCISA.