Founding Member

Purvi Shah

VP of UX Design, Research and Accessibility

Purvi is a seasoned design leader with extensive experience in global payment, commerce, and retail. With roles at Target, Amazon, and Visa, she's driven large-scale transformations, enhancing design maturity, digital innovation, and business impact.

Currently, as VP, Head of UX Design, Research & Accessibility at Target, she oversees all aspects of guest and team member experiences, aiming to boost UX's strategic value in the company's vast operations. Her background includes impactful positions at Amazon and Visa, focusing on design excellence and global strategic design, respectively. Purvi's diverse experience spans multiple industries, contributing to her adaptive and business-focused approach. She holds degrees from Parson School of Design and is a founding member of the Design Executive Council.