After more than 10 years of customer focused work at companies like Amazon.com and Microsoft, Samantha Starmer is now the Director of Customer Experience at the outdoor gear and apparel company REI (Recreational Equipment Inc.). This work includes leading cross-channel customer experience strategy, design, and information architecture teams, and contributing to the overall leadership of the business. She is passionate about designing and evangelizing for holistic customer experiences that are seamless and provide delight across channels, time, and devices. Samantha regularly teaches at the University of Washington, and enjoys speaking about experience design and how to gain support for increasing its organizational value and visibility. She is active in the design and experience communities, participates in many conferences and events, and is starting to work on a book about holistic experience design.