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Laura Paplauskaite is the founder and head of service design and UX at Bit Zesty, a digital innovation and service design consultancy established in 2009, which assists corporations, nonprofits, and startups with digital transformations. Previously, Laura served as a financial manager and digital product owner at Amnesty International, where the role involved transforming the budgeting process and overseeing the development of a user-friendly web application for improved planning and reporting. Laura is currently pursuing an MSc in Psychology & Neuroscience at King's College London, and holds a User Experience Master Certificate from Nielsen Norman Group, along with being a qualified accountant through the Association of Chartered Certified Accountants.