EPIC Board & Staff

Everything EPIC does is powered by Members in collaboration with our small but mighty staff, and guided by a volunteer board. Meet our team and get in touch—we'd love to hear from you!


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Simon Roberts, Board President
Stripe Partners, London, UK

Simon Roberts (he/him) considers himself to have the best job in the world: researching the emerging frontiers of people and technology and trying to land that understanding with impact in complex environments. His career began with a PhD on the satellite TV revolution in mid 1990s India. He started the UK’s first dedicated ethnographic research company, Ideas Bazaar, before leading an R&D team at Intel’s Digital Health Group. In 2013, Simon co-founded Stripe Partners, a strategy and innovation consultancy. Simon first attended EPIC in 2005, and in the years since he’s been an author/presenter, curator, peer reviewer, and co-chair of EPIC2012 and EPIC2013. He writes and speaks widely on anthropology, ethnography, and technology, and his book The Power of Not Thinking was published in 2020. Read more by and about Simon. board@epicpeople.org

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Nichole Carelock
Maryland, USA

Nichole Carelock (she/her) is an anthropologist with 10+ years experience building technical solutions that not only work for people, but with people. Previously she worked on privacy at Facebook and in civic technology ensuring the Presidential Transition Teams were equipped with the right Tech Policy, People and Practices to succeed. Her expertise spans from service design for systems with millions of users, to intimate cottage industry ethnographies. She belongs to and serves many communities including AfroTech, User Experience Professionals Association (UXPA), and the American Anthropological Association(AAA). In addition, Nichole is passionate about digital services for vulnerable populations and prides herself on being a "slow thinker" in her world of "failing fast" "rapid iteration" and "disruption." Through slow thinking Nichole works to ensure that innovation, strategies, processes and products are anchored in what matters to people in their everyday lives today and over time.

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Martha Cotton, Board Treasurer
JP Morgan Chase, Chicago, USA

Martha Cotton (she/her) is a Managing Director with JPMorgan Chase and leads the Design Research practice as well as UX Research for Consumer Lending and Customer Acquisition. Prior to joining JPMC, Martha was the Global co-lead for Fjord, Accenture Interactive’s design practice. For over twenty years Martha has worked as an applied ethnographer across multiple industries and collaborated with a range of practitioners including designers, engineers, business analysts, marcomms, and brand strategists. She was a partner at gravitytank and had leadership roles at HLB, Hall & Partners and Sapient. Martha is on the faculty of Northwestern University's MMM program—the Kellogg School of Management's marquee Design Thinking degree—where she developed and now teaches the Design Research curriculum. She is proud to have been at every single EPIC conference since it began, and has co-led the development of EPIC's learning initiative.

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Alexandra Zafiroglu, Board Secretary
The Australia National University, Canberra

Alexandra Zafiroglu (she/her) is a Professor and Deputy Director of the School of Cybernetics at the Australian National University a Fellow of the ANU Futures scheme. A cultural anthropologist by training, joined the ANU in 2019, after a 15-year career at Intel Corporation. She held various roles across the company within the People and Practices, Digital Home, Client Computing, and Internet of Things divisions. She made significant contributions to the R&D and commercial development in a range of labs and divisions relating to smart systems including built environments (homes, commercial buildings, and manufacturing) and transportation (autonomous vehicles and intelligent transportation systems). At the ANU she convenes the School of Cybernetics Higher Degree by Research program.

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Carol Zatorre
Kyvo, São Paulo, Brazil

Carol Zatorre (she/her) is an anthropologist and expert in research with design teams for Fortune 500 brands with experience across retail, manufacturing, financial, service, and start-up sectors. She works on strategic projects through ethnographic research grounded in anthropological theory. Carol is also a lecturer of Design Research at the Graduate Program in Human-Centered Design at Positivo University. She began her career as a social researcher with AntropoloDia, and has worked for companies such as Tigre, Gazeta do Povo, Samsung, Whirlpool, Itaú, Visa, Mapfre, Banco do Brasil, Bradesco, Porto Seguro, Multiplus, Globosat, Uber, and others. In addition, she worked for consultancies such as McKinsey, Insitum, and Box1824. Nowadays, she is co-founder and head of research at Kyvo, a global consultancy that uses the approach of design-driven innovation to deliver memorable services. Carol holds a bachelor degree in Social Sciences from UFPR (Federal University of Parana, Brazil).


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Jennifer Collier Jennings
Executive Director
California, USA

Jennifer (she/her) is EPIC’s Executive Director, Jill of All Trades, Dot Connector, and Air Traffic Controller. She has worked in applied social science for more than 20 years, and holds degrees in anthropology, geography and environmental studies. She manages epicpeople.org; develops articles, talks, courses, and other EPIC programming; collaborates with staff and board members on all things EPIC. Everything she does is a partnership with our members, and she'd love to hear from you: What does ethnography look like in your practice? What are you working on, and what inspires and challenges you? jcj@epicpeople.org

Image of Crystal Morrow, Director of Systems and Operations
Crystal Morrow
Director of Systems & Operations
Chicago, USA

Crystal (she/her) is EPIC’s Director of Systems and Operations. Her experience in the nonprofit sector and previous consulting work have enabled her to support hundreds of mission-driven organizations through strategic planning and implementation of enterprise systems. Through thoughtful design and constant evolution of systems and processes, Crystal’s goal is to cultivate a virtual space where the entire EPIC community will continue to thrive. Outside of work, Crystal can be found making her way through an ever-expanding reading list or strolling along Chicago’s lakefront. cmorrow@epicpeople.org