Why Nata?

Nata Abbott leads a Service Design Practice @ USAA’s Design Studio in Austin, TX. In this role, Nata is building an emerging practice team to define the vision and operational approach to service design strategy, develop new capabilities and tools, and accelerate the adoption of service design at USAA. Nata is leading the development of both conceptual and structural elements of service design framework that meets the pace of growth and demand for design services from USAA's business and technology partners. 

Nata started her career in international development with UN and EU Development Programs, and US Foreign Service, followed by 15 years of technology, quality and design experience at GE, where she led one of the largest volunteer chapters and design for social innovation efforts. Prior to joining USAA, Nata ran a multi-faceted service design practice and led service design strategy at a tech start-up.

Nata brings cross-industry, multi-cultural and interdisciplinary perspectives to the practice of service design and 15+ years of experience building and scaling innovative, transformational design efforts in complex global companies.