Experience strategy and design across digital and physical. Design leadership and operations, building world-class organizations that integrate human-centered design to drive product and service innovation.

Rachel Kobetz is SVP, Head of Design at Bank of America, where she leads a multi-disciplinary Design organization whose mission is to shape the future of people’s relationship to money.

Rachel joins BofA with 18+ years experience, ranging from product innovation and service design, to next generation interfaces and consumer experiences at the intersection of the physical and digital. A hands-on creative leader with entrepreneurial energy, she guides product/innovation teams with vision and drives new standards of excellence across organizations through influence, leadership, and recognized expertise. She has a strong perspective on how UX should function in an organization, evangelizing customer-centric thinking and innovation, influencing new processes and ways of working, and fostering a robust, collaborative culture — all with the goal of breakthrough ideas and high impact work. 

Prior to joining BofA, Rachel was Head of Studio, New Product UX at Amazon's Human-Centered Design Group, where she led a team of designers, technologists, and researchers defining Amazon's next big thing. At Amazon, she worked across a broad spectrum of spaces blending hardware, software, services, and brand experiences.

Previously, Rachel was Senior Director of UX at Samsung’s Mobile Innovation Lab, where she led a multi-disciplinary team responsible for end-to-end experiences for flagship devices and early product/service concepts. At Samsung, she helped lead the evolution and growth of the team from an incubation lab to advanced product organization — championing excellence in UX design, and consistently delivering elegant consumer experiences that gained the lab top-level visibility within the global organization.

Rachel has built and led design teams, as well as mentored those taking the UX career path. Her past industry experience includes both startups and design agencies, working across lifestyle/luxury, fashion, music, financial, consumer electronics, and mobile.

Rachel's skillsets rely on an exceptional understanding of design, research, strategy, and branding — she sees UX as the combination of these into one discipline. She’s extremely passionate about the integration of user-centered innovation, technical insight, and systems thinking into a design-driven product development process, and sees this as the best way to create meaningful products that resonate with users and improve their lives.