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Approach

I believe good design brings clarity to complexity — unites strategy, empathy, and evidence-based insight to help teams make better decisions, not just better interfaces.


Design Squiggle Model, by Daniel Newman

Who I am

  • I bring clarity to complex problems, shaping vision and direction so teams can focus on what truly matters for users and the business.

  • I lead by building trust — nurturing and coaching designers through honest feedback in environments where they feel safe, confident, and valued.

  • I create structure and shared understanding in the design process, helping teams stay aligned and deliver with consistency as organisations scale.

Clarity

Empathy

Transparency

Systems Thinking

Accessibility

Empowerement

Design Thinking

Coaching

Insignt-led

Cross-collaboration

Design to Scale

My Design Philosophy & Values

  • Empathy is the design and leadership muscle

    I believe empathy is foundational to great products and strong teams: it shapes how we listen, collaborate, and make user-centred decisions.

  • Clarity over complexity

    My role as a leader is to break ambiguity into direction: clear vision, clear priorities, and clear pathways to deliver.
  • Design for outcomes, not outputs

    I align design with real business challenges and measurable value — using evidence, not assumptions, to guide decisions.

  • Design is Inclusive and accessible by default

    Accessibility and psychological safety are non-negotiable — for both our users and the teams I lead.

  • Systems thinking for sustainable scale

    I design beyond screens: working with systems, governance, and patterns that create cohesion across products and teams.

My Leadership Style

  • Empowering & Collaborative — I build confident, high-performing teams through coaching, trust, and shared ownership.

  • Inclusive — I champion accessibility, psychological safety, and cross-functional alignment.

  • Impact-Driven — I focus on identifying the indicators that show progress — for users and for the business — and use them to guide our direction.

  • Vision-Led & Strategic — I connect UX to product strategy, aligning stakeholders around a clear north star.

  • Focus — I bring structure, clarity to ambiguity and aligned goals, helping teams focus and deliver with confidence.
Design activities, working on whiteboards, collaborating with other stakeholders, giving feedback

How I work

  • Scaled UX capability
    Grew and coached international teams across multiple locations; promoted junior designers into senior and lead roles.

  • Design maturity & governance
    Established review frameworks, alignment rituals, and cross-product cohesion to support consistent, high-quality delivery.

  • Accessibility embedded into delivery
    Rolled out WCAG AA standards and inclusive design practices that opened new enterprise opportunities.
  • Enterprise & systems experience
    Led design for highly regulated, multi-layered products with complex user groups, permissions, and workflows.

  • Strategic influence
    Partnered with product and engineering leaders to shape roadmaps, prioritise with data, and drive design-led innovation
Divergent and convergent thinking phases during the design process, alternating at the research - diverging; analysis - convergent, ideation - divergent, design convergent

What I bring

  • User-centred, evidence-based design

    I start with understanding user needs — combining qualitative insights, behavioural patterns, and system constraints.
  • Design Thinking as a leadership framework
    I use divergent thinking to explore possibilities and convergent thinking to drive clarity, prioritisation, and decision-making.
  • Systems thinking & service design perspective

    I design with the entire ecosystem in mind — people, tools, workflows, dependencies, operations, and sustainability.
  • Collaborative co-creation

    I bring product, engineering, and business stakeholders into the design process early to accelerate alignment and reduce rework.
  • Feedback as a growth tool

    Structured critiques, open dialogues, and coaching rituals help raise design quality and build designer confidence.
Design thinking phases: Empathise, Define, Ideate, Prototype and Test

Thought Leadership

  • “Smarter Systems, Softer Skills: Rethinking UX in the Age of AI” 
    HCID Conference, London 2025

  • Visual Design Introduction (Guest Lecturer)
    City St George University, London (Since 2021)

  • Various Topics (Speaker)
    Human Computer Interaction Day
    City St George University, London (2012-2015)
  • Various Topics (Speaker)
    Digital Shoreditch Festival London (2013, 2015)

Education

  • MA Digital Media, Complutense University, Madrid
  • BA Fine Arts, Complutense University, Madrid
  • BA Economics, Autonoma University, Madrid

  • Cert. in Marketing, University of California, Berkeley, CA
  • IDEO Designing Strategy. Online
  • IDEO Leadership for Creativity Certificate. Online

Testimonials


Rebeca is a talented Designer who is absolutely focused on, and driven by the needs of users. She’s done an amazing job evangelising UX and design, ensuring we not only have a seat at the table but a voice that is respected and heard. She is proactive, full of initiative and quickly emerged as a natural leader.


Tiffany Apatu – GM Design @ Sportsbet  


Her genuine passion and eagerness to do the best, soon earned her a lead product role in the redesign of MyAviva, the flagship self-serve platform of the Aviva digital estate, which she successfully delivered to a number of international markets, despite commercial, political and cultural pressure from senior stakeholders.


Umberto Fieno – Head of Product @ The MDU