Outside of WIN Sarah is Lead Inventor at ?What if! Innovation - an innovation consultancy focused on human powered experimentation.

Sarah is an experienced leader in digital innovation with an ability to translate complex concepts and make them easy to understand. Sarah’s work is grounded on user centric innovation - never innovation for innovations sake. Prior to joining ?What If! Sarah spent 8 years working for technology start-ups. Most recently Sarah was MD of a mobile consultancy and app development agency which developed digital products for large corporations across a range of sectors.

Outside of work Sarah can be found in the sky, as she’s training to get her PPL, on weekend breaks with her husband, or ordering takeaway due to yet another failed cookery attempt. Sarah also has a blog on shopping responsibly -