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Kristine Pitts is an experienced professional in the fields of digital user experience and creative design, currently serving as the Director of Digital UX and Creative at du since February 2022. Prior to this role, Kristine held several positions at ExperienceLab, including Director ExperienceLab Middle East and Principal UX Consultant, where responsibilities involved guiding UX and service design projects for various clients. Additionally, Kristine has experience as a PADI IDC Staff Instructor at Diving Leisure London and has contributed to research at City University London in both the Centre for Creativity in Professional Practice and the Centre for Human Computer Interaction Design. Kristine's educational background includes a Master of Science in Innovation, Creativity and Leadership, and a BSc in Business Computing Systems from City, University of London, along with further studies at Saïd Business School, University of Oxford.