Daniela Ferrai, Designer in London, United Kingdom
Daniela Ferrai

Designer in London, United Kingdom

Member since February 9, 2017
Daniela has worked as a UX/Product designer for ten years, covering many areas of digital media including mobile, tablet, responsive web, and smartTV. 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. She loves the challenge of mixing technology and creativity to create next-generation experiences.
Daniela is now available for hire


  • 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


  • Statement of Accomplishment in Gamification
    2014 - 2014
    University of Pennsylvania - Coursera
  • Statement of Accomplishment in Introduction to Recommender Systems
    2013 - 2013
    University of Minnesota - Coursera
  • Master's Degree in Human-Computer Interaction with Ergonomics
    2006 - 2007
    Univerisity College London - London, United Kingdom
  • Bachelor's Degree in Computer Engineering
    2002 - 2006
    University of Naples 'Federico II' - Naples, Italy


  • Gamification
    University of Pennsylvania, Coursera
  • Introduction to Recommendation Systems
    University of Minnesota, Coursera



London, United Kingdom

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