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George Balchev is a seasoned professional in user experience and product design with significant expertise gained over two decades. Currently serving as Product and UX Manager at Wespath Benefits and Investments since October 2018, George leads a lean team to develop customer-centric solutions that enhance business growth. Previous roles at Wespath include User Experience Manager and Senior UX Designer, where George emphasized customer empathy and innovative design practices. Prior to Wespath, George was the Lead UX Architect at Alliant Credit Union, shaping UX strategy and digital design initiatives. George holds a Master of Science in Product Design and Development Management from Northwestern University, alongside multiple user experience design certifications from the Nielsen Norman Group.