Sheryl Cababa is an executive creative director at Artefact, a design and innovation consultancy in Seattle. With one foot planted in design research and strategy, she has the unique ability to see both the forest as well as the trees. Prior to joining Artefact, she worked at consultancies like frog and Adaptive Path, as well as technology companies like Philips and Microsoft. Her clients include the Gates Foundation, Ballmer Group, and Institute of Health Metrics and Evaluation, as well as the City of Seattle’s I-Team. She believes in the power of human-centered design combined with a focus on outcomes to drive innovation.