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Iona Gilbraith is a Senior UX Researcher at Sykes Holiday Cottages, with a strong track record of conducting over 20 research projects since March 2023 to enhance user experience on websites and apps. Previously, Iona worked at THG, where responsibilities included optimizing user experience through qualitative and quantitative research methods, leading AB testing initiatives, and collaborating with various stakeholders to support feature development. Iona began a career in UX by completing a course in User Experience Fundamentals at CodeClan and holds a Bachelor of Science in Computer Science and Psychology from the University of St Andrews.