In Conversation with Tash JesuLoba and Karen Humphreys

Salesforce Business Analysts at Digital Modus, Tash JesuLoba and Karen Humphreys share their journeys into tech, the realities of consultancy, and why user-centred design and accessibility must sit at the heart of the industry’s future.

How did you get into tech?

Tash:
I got into tech somewhat unexpectedly. In my final year at university, I took a leap of faith and applied for a graduate role at a large consultancy and landed a position as a Salesforce analyst. At the time, I didn’t fully understand what Salesforce really enabled, or how much of the role would centre on understanding people, not just systems.

Consultancy quickly taught me that technology is only part of the job. You’re also learning how to listen, translate between stakeholders, and navigate completely different industries. That variety, and the opportunity to solve meaningful problems, is what’s kept me in tech for nearly a decade.

Karen:
My route was similarly unplanned. I studied Theatre & Educational Studies at university, so not the typical “tech” pathway. After working in youth care, I transitioned into the tech industry through a sales and marketing administration role, where I was first introduced to platforms such as Salesforce.

I learned on the job, built my skills through Salesforce training and certifications, and gradually carved out a career in digital and user-focused roles. It’s proof that there isn’t one right background for tech - curiosity and willingness to learn count for a lot.

Can you share your personal experiences navigating the tech landscape? What challenges have you faced, and how did you overcome them?

Karen:
For me, the biggest challenge wasn’t capability - it was confidence. Coming into an industry where I didn’t have a traditional background, I constantly questioned whether I knew enough to be in the room.

Over time, I realised that confidence doesn’t mean knowing everything. It means being comfortable saying, “I don’t know, but I’ll find out.” Once I focused on delivering thoughtful, user-focused work rather than proving myself, the results spoke for themselves.

Tash:
Earlier in my career, and even still today, one challenge was how certain roles are valued, particularly in consultancies working with non-profit organisations. The work was deeply meaningful, but budgets were tighter and roles like business analysis could sometimes feel vulnerable.

It pushed me to reflect on what mattered most to me. I could have pivoted into a solely technical role, but I chose to stay aligned with discovery, analysis and user-centred work and moved to Digital Modus, where that focus is genuinely valued. That shift allowed me to keep doing work that improves people’s lives without feeling like I had to compromise who I am professionally.

Tech is constantly evolving. How much do you think the industry has changed since you joined?

Karen:
There’s been a noticeable shift from focusing purely on systems and outputs to focusing on users, accessibility and impact. Earlier in my career, it often felt like the goal was to build the solution and deliver it. Now, there’s more emphasis on asking: are we building the right thing for the people who’ll actually use it?

In our current organisation, business analysts sit within a user design function. That language change reflects a deeper shift - recognising that designing around user needs, research and accessibility leads to better long-term outcomes.

Tash: 
I'd echo that. I’ve seen growing recognition of roles that used to be implicitly dismissed as “soft.” There’s increasing understanding that investing in user research, accessibility and change management actually saves time and money in the long run.

You can build the most technically impressive system in the world, but if it doesn’t work for the people using it day-to-day, it will fail. That shift toward human-centred thinking has been one of the most encouraging changes in the industry.

How is your organisation supporting people in the early stages of their tech careers?

Karen:
We’re strong believers that tech careers aren’t one-size-fits-all. Not everyone needs to start as a developer. There are multiple pathways into the industry, such as: analysis, research, design, training, and delivery.

We support structured learning through platforms like Salesforce Trailhead, encourage certifications, and use buddy systems so new joiners aren’t isolated – particularly important in remote-first environments. There’s also early exposure to real projects, which helps demystify tech and strip away jargon.

Tash:
We also create space for volunteering and mentoring initiatives. That includes supporting employees to mentor others and get involved in community work that encourages people who might not traditionally see themselves in tech.

For me, it’s important that we don’t just wait for talent to find the industry, we actively make the industry more visible and accessible to them.

What are some tangible ways companies can move beyond just talking about diversity and actually make an impact?

Karen:
First, widen the definition of what a “tech background” looks like. If you only recruit people who’ve followed the same traditional route, you’ll get the same perspectives. Coming from a theatre and youth care background gave me strong communication and facilitation skills. Those strengths now shape how I run workshops, conduct user research, and deliver training that helps people feel comfortable with new systems.

Second, invest in mentoring and sponsorship. Recruitment is just the start; retention and progression are what make diversity meaningful. And crucially, listen when people flag issues. Inclusion isn’t a tick-box exercise – it’s an ongoing practice. If someone highlights a barrier, organisations need to respond and adapt.

Tash:
I’d add accessibility as a concrete example. Particularly in the public sector, there are higher standards, but accessibility can still be deprioritised when budgets tighten.

If companies are serious about inclusion, they need to invest in accessible design and user research even when it doesn’t produce flashy new functionality. Accessibility isn’t a bonus feature, it’s a quality standard that benefits everyone.

What’s one industry change you’d love to see within the next five years?

Tash:

I’d like to see accessibility and inclusive design become standard practice rather than an afterthought.

More broadly, I hope flexible working continues to expand. For many women and parents, flexibility makes it possible to build a fulfilling career alongside family life. When organisations support different working patterns, they don’t lose talent, they unlock it

Karen:
I’d love to see the industry stop mistaking confidence for competence. There are incredibly talented people - particularly women - who may not be the loudest voice in the room but bring deep reflection, empathy and thoughtful decision-making.

We need to create environments where different communication styles are valued. Sometimes the quiet, considered voice has the insight that transforms a project. Making space for those voices would strengthen the industry as a whole.

Bios:

Karen Humphreys, Salesforce Business Analysts at Digital Modus 

Karen Humphreys is a Business Analyst at Digital Modus, delivering Salesforce solutions across the public sector. She combines user research, structured analysis, and hands-on delivery to turn complex service challenges into workable digital solutions. Karen also supports training and adoption, ensuring teams feel confident using the solutions once they’re live. 

Tasha, JesuLoba, Salesforce Business Analysts at Digital Modus 

Tasha JesuLoba is a Salesforce Business Analyst specialising in digital transformation across the public sector. Her role is focused on user-centred, client-focused delivery - ensuring solutions are not only well built but genuinely work for the people who rely on them. 

About the campaign

techUK’s TechTogether campaign continues with a focus on ‘equity by design'. Our insights this week focus on the importance of inclusive design in product development, creating technology that is accessible to people with disabilities, tackling affordability, connectivity, and digital skills gaps through cross-sector partnerships and community-led initiatives, and, ensuring public services are co-designed with disabled, ethnic, and older users.