Current Role
Senior UX Designer
Since January 2024
As a Senior UX Designer at Unily, I am responsible for managing multiple design projects simultaneously, ensuring the seamless delivery of enterprise-grade features for high-stakes clients such as CVS, Wipro, Petco, EY, Estée Lauder, British Airways, and Shell. In addition to overseeing project workflows, I mentor the junior design team, guiding their development and ensuring quality across all design outputs.
I lead user research and discovery phases, conducting in-depth client interviews to uncover insights that drive innovative design solutions.
Collaborating with development teams across the globe—from the US, Argentina, Malta, and the UK—I leverage my fluency in Spanish and Italian to communicate seamlessly with international stakeholders. My expertise in data analytics, combined with my background as a front-end developer, enables me to deeply understand the impact and technical feasibility of my designs. This allows me to effectively bridge the gap between design and engineering, ensuring smooth communication and alignment with business objectives at every stage.
Work Experience
User feedback
Product Strategy
Prototypes
Workshops
Design Manager at ProquoAI
July 2022 - September 2023
UI Design
I joined Proquo AI as a mid weight designer but soon was placed as a design manager due to my experience. As an AI based brand management SaaS tool, Proquo AI needed a designer capable of understanding users who use analytic heavy tools and rely on clear data visualizations. Especially during this time of AI focused content, data explainability was at the forefront of product thinking.
My duties in this role spanned almost everything within design: at the time of joining the company had undergone a restructure that merged brand design and product design, with me as the sole manager overseeing both. This meant I had full ownership of the whole products look and feel.
My responsibilities as a product designer can be listed as:
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Collecting data from user feedback, churn notes and smartlook to evaluate product requirements iteratively.
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Monitor the performance of the features against the success metrics and KPIs set in Mixpanel by the product manager.
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Create a product strategy and roadmap with the PM to present to the wider R&D team [and stakeholders].
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Define User journeys, user flows, and define success metrics with the front end developers and Data Science team.
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Own the Information Architecture of the platform.
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Own and update the Design System.
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Design UI components ensuring they are developer ready and monitoring their quality on the front end code.
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Conduct user research within and outside the business for internal tools and to find new product ideas.
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Conduct user interviews and collect the data in Dovetail, Miro and Monday.com for the Customer Experience, Brand Partners and Product teams.
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Design Prototypes to test the User Flows and work closely with the front end developers in this iteration.
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Organise workshops and (my very own)“Felicity Figma Fridays” where I live streamed my design work so the rest of the company can view and experience the UX process.
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Conduct ongoing UX audits on the platform to catch any violations of good UX practices, weird behaviours of the components and find bugs.
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UX/UI & Web Desinger
Freelance 👩🏾💻
May 2019 - July2022
Took a break to go traveling for 6 months...then lockdown hit.
During the pandemic I worked from home as a freelancer taking on jobs for website design, mobile app design (very high demand with smaller businesses struggling with online ordering during the time), illustration, brand styling and other UI/UX ad hoc consulting jobs.
I polished up my skills and emerged as a proper Jack of all trades!
but I eventually got tired of having an unsteady income...
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UX Design Lead
October 2018 - May 2019
This is where I started my UX journey! I joined a small startup in Cambridge known at the time as CambioScience. They were launching an exciting new product that was an AI powered eLearnign platform for training professionals in the medical and pharmaceutical industries.
With my skills as a front end developer for analytics based software and my academic scientific background I was a great fit. All I had to do was learn and grow my newly found UX and UI design skills. As the sole designer in the team I was always sat side by side with the developers, pair coding at times and looped them into the ideation process. Fun times!
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UI Design System creation from scratch
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Market research and outline product requirements
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Competitor analysis
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Creating the UX Drive: a drive folder containing the UX guide, the brand styleguide, glossary and other deliverables for the team and stakeholders.
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High fi and Low fi prototyping to test internally.
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Persona building via interviews with PhD students the use eLearning portals.
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Front end developing in ClojureJS
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Front end Developer
September 2017 - October 2018
I joined this SAP practice’s Mobile, User experience and User interface department as a developer. I was hired for my knowledge in coding and database management that I picked up in my degrees: SQL, Excel and C++. I quickly became more interested in the front end development aspect and was soon deployed as a junior consultant for their UI5 maintenance projects with clients like Jaguar, JCB and Deloitte.
Here I had my first contact with designing CRM software, dashboards, reporting tools and data viz for complex analytics and metrics.
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Information Architecture
Information Architecture
Interaction design
User Journeys
Education
2015 - 2017
MSc Physics and Technology of Nuclear Reactors
In this master’s course I gained a lot of my computational and coding skills I would use later on in my career: 3D modeling, data treatment and analytics, visualization and coding.
The course was an in depth study of the theoretical physics of nuclear energy and the the practical engineering design of reactors, radiation construction and the environmental impact, safety and security.
My thesis was on radiation protection: modeling a room withing an oncology unit to find a correlation between the shape of the room and the radiation exposure of the patient and technician at x distance from the source.
2012 - 2015
BSc Physics with Astrophysics
A course combining core physics modules that specialized in modern observational and theoretical astrophysics. The software skills I gained from this course include programming in C++, data viz in Matlab, analysis in writing scripts in Python and 3D modeling in Solid Works.
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