People

Lindsay Ellerby is the Senior Design Director at Normative, a software innovation firm in Toronto, where she leads the team on a wide range of projects that include research, interaction design, product innovation and strategy, and end-to-end design of software applications.

Stemming from her fascination with cybernetics, she is passionate about designing for complex systems and working on unsolvable problems. Lindsay has worked in the field of design for 15 years helping teams execute for organizations including Cisco, SickKids, Xerox PARC and Citibank. In her spare time, she can be found chasing her kids around a Toronto park, trying to fit in a yoga class, or both at the same time!