Last week, I was having lunch IRL with some colleagues, and we ended up talking about our previous jobs. It made me remember when I worked as a Learning Designer for a large UK retailer designing staff apps. A time when I regularly visited shops to talk to staff, learn from them and observe how […]
Hey, I am Raff!
I am a design leader, practitioner, and mentor
I am a UK-based Product Designer with ten years of experience in the digital industry. The products I have designed have touched the lives of millions of people for famous brands such as Amazon, Zara, Uniqlo, Adidas, Nespresso and more. I currently work as Head of Design at Doddle, a tech start-up creating international SaaS enterprise products for businesses like Amazon, Australia Post, and Yamato.
My career took me from business and eLearning to UX. I am passionate about the intersection between business and design, in which I believe user research plays a fundamental part. I also believe in the importance of education in changing people’s lives, and that’s why I mentor designers to be the best they can be, and to fulfil their dreams.
I am an avid volleyball player, and where the sun appears on the shore of England, I enjoy a good beach volleyball match, too.
A few of my thoughts
At the beginning of the year, I embarked on a new challenge in my job: creating a new product from scratch. It felt a bit like a sculpture in front of a block of marble. That block can be anything. In the same way, the artist sees something in that block and, bit by bit, […]
This week, I have been doing more IC work than usual. Yep, even though I manage a team, from time to time, I sit in a squad to get discovery and design done. That’s the world of a startup with big ambitions and a small budget! In the last couple of weeks, whilst getting my […]
You have studied UX design, read books and blogs, taken workshops, and attended conferences. Your LinkedIn timeline is filled with content about UX processes, showing you what’s the ‘new’ way of doing UX design. The pressure in the design world is tangible, and you must ensure you are better than a machine at design. AI […]
I want to talk about design maturity, as it has been a heated topic on the old good LinkedIn. I have watched the conversation unfold and learned a lot from what other people shared. It’s a topic close to my heart, as I have worked in businesses without an established UX practice. I have often […]
What I do
Helping businesses reach their users needs
I break down assumptions and I identify the right problem to create the right solution
I analyse data and identify patterns that allow me to define users needs and goals
I explore solutions to elevate the user experience and are fit for purpose
I create prototypes, gather user feedback and iterate, iterate and iterate
Projects are never the same and processes change too. So, I have a lot of tools in my bag that I can use flexibly to create an exceptional design that satisfies users and help businesses.