Ayako Fujiwara is a lead service designer & user researcher at EPAM Systems in Tokyo, Japan. Her background is in Design Research and Design Informatics. Ayako moved back to Tokyo after seven years of living abroad and has been working together with both Japanese and global businesses to solve complex challenges. She leads design and research projects with clients from various industries, and has experience conducting research with users from teenagers to elderlies (13 years old up to 70 years old), combining various methods. Ayako also has taught design innovation as a visiting lecturer at Musashino Art University, Tokyo, Japan. She holds a master's in service design from the Royal College of Art, London, UK.