Leslie Fountain

Executive Director (Practice), Foolproof

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Leslie is a member of BIMA’s London Council. Her passion for human-centred design began more than 20 years ago in the Great White North. Over her career, Leslie has learnt from and worked with inspirational leaders who, like her, are driven to push the boundaries of experience design.
She began her career in ergonomics & human factors engineering, optimising human performance through the design of physical spaces, digital products and services. But as the study of human behaviour and how we interact with the world around us became more sophisticated, Leslie’s interests moved beyond the functional and rational to psychological and emotional. Leslie quickly became interested in how designing effective solutions for users could also bring benefits to business and society – with the aim to significantly improve human outcomes. This led Leslie to complete an Executive MBA at Cass Business School to become more effective at solving real-world problems.
As Partner and Executive Director at Foolproof, Leslie gets to combines her expertise for helping brands solve complex design challenges with building and nurturing an international team containing some of the best talent in design.  She works alongside Foolproof’s strategy, creative and technology teams, delivering business transformation through insight-driven design.
Before joining Foolproof Leslie was the Joint Managing Director at System Concepts where she helped to build their UX team and worked with clients such as Amadeus, Microsoft and the New York Stock Exchange, using insight to re-design their services – both digitally and physically.
Outside of work Leslie enjoys playing ice hockey (like a true Canadian), skiing, running, gardening and urban exploring. And with all that activity, Leslie enjoys her culinary and wine experiences in equal measures.