Welcome, I'm Natalie!
I’m a Human-Centred Senior UX Designer with expertise in behavioural science and cognitive psychology.
I create scalable and elegant experiences that delight end-users and drive business objectives. I enjoy Lean UX and Agile environments, coaching junior staff, and facilitating positive change within teams.
Over 15 years of experience across 9 industries, delivering UX solutions for 50+ brands.
DESIGN THINKING
My Design Process
The "Job to be done" (JTBD) Theory of Innovation is a revolutionary concept developed by Clayton Christensen (One of my professors at Harvard Business School Online). It guides toward innovation and helps to move beyond the norm. A JTBD is not a product, service, or a specific solution; it's the higher purpose for which customers buy products or services. It's based on an emotional goal of an individual.
Any project is a journey. It begins with discovering the problem our customers have and turning it into an opportunity to improve their experience. Empathizing with the customer, clearly identifying the "Job to be done" and providing the right solution for the right problem defines success of any product.
Empathize
High-quality research is the foundation of good understanding. Step one and the goal of my UX research is to gather as much information as possible about the customer and the problem we aim to solve for them. Design is problem-solving.
I combine qualitative and quantitative methods, data analytics and AI assist and insights.
Typical deliverables:
Field studies, customer and stakeholder interviews, data analysis to identify patterns and define the Job to Be Done. Customer Personas, Empathy Maps, and User Journeys.
Define
The outcomes of various research are combined to highlight where customers' problems exist. Based on the business objectives, problems/solutions are shaped into the project road map and product strategy. A clear problem definition is crucial to generating the right solutions.
Typical deliverables:
Problem statements, project roadmap, refined user personas, detailed user needs, pain points, goals, and user stories that describe features or tasks from the user's perspective. AI-experience mapping alongside user journey mapping to capture full-system interactions.
Ideate
Whenever possible, early customer feedback is gathered.
Brainstorming sessions, SMEs or customers workshops are conducted, followed by refined solution generation.
Typical deliverables:
Compiled ideas from brainstorming sessions, concept-organizing mind maps, prioritized feature matrices based on impact and feasibility, and low-fidelity sketches and wireframes to illustrate concepts and user flows. The goal is to refine solutions and create first visual assets.
Prototype
Various fidelity prototypes and real tactile representations are created for a range of solutions, ensuring ideas from early workshops come to life.
It's an exciting and fun process.
Typical deliverables:
Mockups, interactive prototypes,
AI-experience flows, chatbots,
personalization, prediction, smart suggestion, UI kits and design system components, layouts, interactive design patterns, accessibility features and documentation for consistency. Refined ideation session findings.
Test & Iterate
Prototypes are tested with a small group of customers or SMEs (Subject Matter Experts). The best solutions are moved to the pre-production prototyping and prepared for the development team.
Typical deliverables:
Usability testing reports, test scenarios and scripts, user feedback surveys, A/B test results, and iterative design changes based on usability testing feedback, technical specifications for developers, future feature backlogs prioritized and passed on the dev. team. Reports to validate or deprecate features.
Implement
Development begins. I use my front-end development knowledge for seamless implementation. Any possible iterations are addressed as quickly and efficiently as possible.
The product is released to customers. This is my favorite step. It's both terrifying and exciting at once -awaiting customer feedback and possible iterations
Typical post-implementation deliverables: User feedback reports, performance metrics, support plans, maintenance schedules, continuous improvement strategies.
EXPERIENCE
Case Studies
CASE STUDY - MINING
Delivering high-resolution data for smarter decisions
As the Lead Product Designer, I was responsible for shaping the design strategy across multiple platforms, and managing the full spectrum of Product Design activities, including successful development of the BlastDOG app and its Data Hub — a cutting-edge, powered by machine learning, and large-scale data lake architecture.
Collaborating with data scientists, I ensured the user experience seamlessly integrated ML-driven functionality, translating complex data outputs into actionable customer insights.
My role: Lead Product Designer
Skills: UX Research, Product Strategy, UX/UI Design, Human-Centered Design, Data-Driven Design, Prototyping & Usability Testing, Agile Delivery, Stakeholder Collaboration, Enterprise UX / B2B Product Design
CASE STUDY - FINANCE
Harnessing the Power of Data with User Experience
As the Lead Product Designer for CITI Velocity Clarity, I led the design strategy across multiple platforms, driving UX/UI initiatives that transformed complex data and workflows into a seamless, real-time data visualization portal.
The platform integrated large-scale financial data sets and predictive insights into an intuitive interface—
enhancing clarity, speed, and decision-making
for both internal teams and institutional clients.
This award-winning system replaced multiple legacy tools, streamlining operations and enabling smarter, data-informed actions through a human-centered design lens.
My role: Lead Product Designer
Skills: Enterprise UX / B2B Product Design, UX Research, Product Strategy, UX/UI Design, Human-Centered Design, Data-Driven Design, Prototyping & Usability Testing, Agile Delivery, Cross-Functional Collaboration, Enterprise Systems Redesign, and Platform Innovation
CASE STUDY - ENTERPRISE UX
Unifying Mega Hub Experience to enhance operations and expand market influence
As the Lead Product Designer at Imdex I was working on a number of its products, services and workflows, which gave me an idea for this conceptual platform. It was designed for high-stakes industrial users like engineers, project managers, and compliance teams. It tackles a complex, system-level challenge by unifying fragmented tools, workflows, and communication into one service ecosystem — Imdex Mega Hub, enhancing both the user experience and operational efficiency at scale.
My role: Lead Product Designer
Skills: Enterprise UX / B2B Product Design, Product Strategy, UX Research, UX/UI Design, Human-Centered Design, Data-Driven Design, Prototyping, Cross-Functional Collaboration, Enterprise Systems Redesign, Enterprise UX, Service Design, and Platform Innovation
MORE BRANDS I'VE DESIGNED FOR
Other Projects of Interest
WHAT THEY SAY
Recommendations
Rob Mooney
Managing Director
Citi
Natalie is a highly experienced CX professional. In her time in Citi she added immediate value in her contributions and leadership to our next generation client experience platforms. Natalie's work accentuated a robust technical platform with a well considered multi-persona user experience based on crisp and clean visuals.
Natalie is someone who appreciates and delivers elegant and concise solutions. In keeping with that ethos I would simply recommend Natalie in the highest terms for leadership positions in user experience and design.
Eleanor McKenna
Material UX
There are not many designers who care so passionately about the end users as Natalie.
She is one of the most gifted and creative designers I have ever had the pleasure of working with, and brings energy and enthusiasm to projects that I have never experienced before.
Clíona de Róiste
Senior Manager
Intercom
Natalie is an excellent User Experience Designer. Her passion for delivering quality user interfaces as well as her commitment to a collaborative design process makes her a real asset and a joy to work with.
Gigio Attanasio
Product Design Manager
Workhuman
Natalie was a fantastic person to work with, and is not only a multi-skilled and insightful colleague, but also an inspiring strategist. Very good person. Great colleague with a very strong problem solving skills. Experienced, deadline oriented and intelligent person. Highly recommended!