Nata Abbott

Service Design Practice Director USAA

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.

Tues, April 13 | Workshop Day

Tuesday, April 13th, 2021

12:00 PM Lean Innovation by Design

The objective of Lean is to align every part of the organization to deliver Value to the Customer. Service Design introduces a holistic approach by considering both how customers interact with a product or service and the needs and goals of your business. A practical application of Service Design is a way to achieve alignment across various teams by applying human-centered design principles to integrate your customer’s needs into your operations with a Lean framework. Join this workshop as Nata explores how to:


  • Leverage a Lean Service Design framework to identify opportunities in the management of experiences
  • Cultivate alignment across business units, operations, customer support teams and design organizations in order to better serve your customers

Check out the incredible speaker line-up to see who will be joining Nata.

Download The Latest Agenda