Angela Pesta
Head of UX & Design, Digital Product; Tesco PLC


Angela Pesta is a UX leader and practitioner of 15 years. Most recently, she's been working at Tesco in London, establishing best practices in UX and delivering experiences for products like Clubcard,, and hudl. Prior to that, she spent 7 years at Amazon in the US, primarily working on the Amazon Kindle team where she headed up the Kindle Store UX across the web, Kindle e-ink readers, Kindle tablet, the Amazon Fire phone, and other mobile devices. Before Amazon, Angela worked in the Silicon Valley at financial and tech companies. She has a master’s degree in industrial design from the department of Design and Industry at San Francisco State University.

Talk Details

Experience, Mapping, and Evolution

Experiences make up our lives. Over time and in aggregate, our experiences have the power to influence the direction of society. We need evolved tools and methods that are capable of evaluating and progressing these experiences.

Mapping is a technique that has been around since early man, and its usefulness and sophistication has grown, as evidenced in many modern fields, including UX with its practice of experience mapping. We can discover ways to extend our overall understanding of experience mapping by looking at how it’s being used by UX practitioners today, learning from other fields’ current mapping activities, and understanding the historical context of mapping.

This expanded understanding of mapping can help support the advancement of experience mapping’s scope, methods, usefulness, and moreover, its measurable impact on user experiences. I argue that our ability to evolve UX tools such as experience maps can have a direct effect on the evolution of humankind.