Daniela Ferrai, Designer in London, United Kingdom
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Daniela Ferrai

Verified Expert  in Design


London, United Kingdom
Toptal Member Since
February 9, 2017

Daniela has worked as a UX/product designer for 10 years, covering many areas of digital media, including mobile, tablet, responsive web, and smart TV. She adopts a user-centered approach to design and incorporates creative and strategic thinking to produce innovative, elegant, and simple design solutions grounded in real user needs. Daniela loves the challenge of mixing technology and creativity to create next-generation experiences.


Work Experience

Product Designer | UX Designer | UX Researcher

2014 - PRESENT
  • Delivered detailed designs to support the development and release of the first version of Ubuntu Touch mobile operating system.
  • Conducted UX research and designed the e-commerce website and wedding planning tools for You and Your Wedding.
  • Provided user experience coaching and mentorship within product teams and across the business for Hearst Magazines.
  • Run design and innovation workshops, produced design specifications, and conducted user research for Good House Keeping Institute eCommerce website.
  • Improved customers’ journey across the whole Not On The High Street eCommerce marketplace experience applying lean UX principles.
  • Worked as part of a cross-functional team to deliver an innovative user experience for John Lewis retail chain eCommerce journeys.
  • Lead the design of Just Eat food delivery service iOS and Android apps and restaurant devices.
  • Designed and created prototypes in HTML and CSS to deliver usable and accessible online services for business tax users.
  • Conducted discovery UX research and designed a suite of data analysis tools for analysts of the Department of Work and Pensions.
  • Applied user-centered design methodologies to improve the design system and its website of Sainsbury's supermarket chain.
  • Designed the brand of Walk Ischia trekking iOS and Android app.
  • Carried out UX research and designed the end-to-end experience for iOS, Android, responsive website for Audiosplitter electronic music community.
  • Lead the user research of Not On the High Street marketplace B2B tools from diary study, contextual interviews to usability tests.
  • Designed the full experience of Audiosplitter electronic music community, from site architecture, functionalities ideation to visual design.
  • Improved Aunt Bessie's company website to deliver a modern and engaging customer experience.
  • Led the re-design of Stonewall GLBT responsive website based on findings from user research.
  • Evaluated Not On The High Street marketplace customer experience from a service design perspective and delivered an experience map.
Technologies: Optimizely, JavaScript, CSS, HTML5, Flinto, Zeplin, Adobe Creative Suite, Axure, InVision, Sketch

Product Designer | UX Designer | UX Researcher

2012 - 2014
  • Conducted user research including diary study, contextual interviews and usability tests.
  • Delivered from design concepts to high-fidelity prototypes a responsive data visualisation tool.
  • Designed iOS and Android mobile and tablet live streaming and video on demand apps for Australia Football League.
  • Defined the information architecture and navigation structure of a video management web application for video producers and distributors.
  • Helped shape the product strategy of the company from a user experience perspective.
  • Worked as part of an AGILE team to ship several digital products to live.
  • Designed a responsive tool from concepts to UI mock-ups to help journalists find relevant and useful videos.
Technologies: Android, iOS, Axure, Adobe Creative Suite

UX Designer

2010 - 2011
T-Mobile International
  • Run a user experience strategy analysis to explore the future of mobile TV services on tablets.
  • Delivered an interactive prototype of an innovative TV service for iOS and Android tablets.
  • Designed the full user experience of Topapps Android and Windows Phone apps recommendation application.
  • Improved the user experience of T-mobile internet portal across a plethora of mobile devices and 11 countries in Europe.
  • Managed external agencies to run usability test on designs.
Technologies: Windows Phone 7, iOS, Android, Visio, Axure, Adobe Creative Suite

UX Designer | UX Researcher

2009 - 2009
  • Designed the full experience of Ereadis creative writers community website, from site architecture, wireframes to visual design.
  • Run UX research to identify the needs of creative writers and inform the design process.
  • Created personas and scenarios from the results of the user research.
Technologies: Adobe Creative Suite, Axure

UX Designer

2008 - 2009
  • Run discovery research to understand the needs of electronic engineers for Premier Farnell online community.
  • Designed an address book for Orange telecom mobile devices.
Technologies: Android, iOS, Adobe Creative Suite, Axure
2006 - 2007

Master's Degree in Human-computer Interaction with Ergonomics

University College London - London, United Kingdom

2002 - 2006

Bachelor's Degree in Computer Engineering

University of Naples 'Federico II' - Naples, Italy



University of Pennsylvania | via Coursera


Introduction to Recommendation Systems

University of Minnesota | via Coursera


Treejack, Adobe Illustrator, Sketch, Adobe InDesign, Axure RP Pro, Adobe Photoshop, InVision, Google Slides, Google Sheets, Microsoft Word, Microsoft PowerPoint, Microsoft Excel, Adobe Creative Suite, InDesign CC, Photoshop CC, Illustrator CC, Git, Figma, Visio, Zeplin, Flinto, Optimizely, Usertesting.com, Miro


MacOS, iOS, Android, Axure, Windows Phone 7, UserZoom

Industry Expertise

Government, Telecommunications, Banking & Finance, Music, Fashion


HTML, HTML5, CSS, JavaScript


Google Material Design, Lean UX, Responsive Web Design (RWD), User Research, User Interviews, Usability Testing, Personas, Information Architecture (IA), Card Sorting, Diary Studies, User Flows, Paper Prototyping, UX Prototyping, Mobile UX, UX Design, Experience Maps, Interaction Design (IxD), Product Design, Competitor Analysis & Profiling, Service Design, eCommerce UX, eCommerce Design, eCommerce, Publishing, Journalism, Video on Demand (VOD), TV, Smart TV, Marketplace Design, Video Players, Music Platforms, Foodtech, APIs, Data Visualization, SaaS Design, Google Drive, Multivariate Testing, Accessibility, Responsive UI, Mobile App UI, Mobile UI, UI Design, Taxation, Responsive, UX Sketching, User Journeys, Wireframing, Analytics, Reporting, eCommerce UI, Beauty Products, Videos, Video Streaming, User Testing, Development, iOS TV, A/B Testing, Gamification, Human-computer Interaction (HCI), Recommendation Systems

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