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Ana Roji is a seasoned professional with extensive experience in user experience research and design, currently serving as a Senior Researcher in Acquisition & Commerce Lifecycle at Netflix since June 2020. Ana leads global qualitative and quantitative studies to develop frameworks that attract new audiences, and has successfully guided significant initiatives such as 'Streamfest' in India and the 'Free Plan' freemium model. Prior to Netflix, Ana held various roles at Collective Health, Nokia, and other companies, focusing on UX research, user interface design, and collaboration across multiple departments. Ana's educational background includes an MA in Interactive Media from the University of the Arts London and a B.A. in Film & Media from Universidad de Málaga.