Meet Our Founders

  • Co-Founder

    Amy is a marketing expert with over 15 years experience. She was previously the Director of EMEA Marketing at UserTesting, where the idea of Flux was born.

    Through connecting with UserTesting customers in the UX and Design space, Amy became passionate in supporting the leaders through connection and learning.

    Two years after leaving UserTesting, Amy brought the leaders back together in private conversations to reignite the network.

    Partnering with Danielle meant the informal network could develop into a real membership business, helping scale the support to more women leaders looking to connect and grow.

  • Co-Founder

    Danielle has worked in UX for 15 years, most recently as a User Research leader at Google, focused on building effective teams and ensuring that customer insights drive decision making.

    Flux is the culmination of her background and experience in UX, design leadership, coaching and an undying idealism and belief things can be better.

Danielle Macdonald and Amy Kelly founded Flux together.

It all started when they both met at UserTesting - Danielle as the customer and Amy as the marketer.

During that time, Amy brought senior women leaders together at different in-person and online events, which Danielle was a big part of.

Fast forward to today, Danielle and Amy have partnered up, along with our amazing founding members, and built Flux into it’s own initiative - A place for Women Leaders in UX & Design.

They are passionate about helping women succeed in leadership and have an ambition for Flux to provide authentic and impactful value for these women at the centre of it all.