Martina Sartor
Verified Expert in Design
Designer
Aberdeen, United Kingdom
Toptal member since May 11, 2018
Martina has over 15 years of expertise in product design, including user experience and human-computer interaction, with the last four years focused on AI-native products. She takes digital products from concept to launch and leads small teams. Currently a product designer on Scale AI's flagship government and enterprise AI deployments, including a Webby-recognized AI tourism platform and a clinical decision-support system. She also builds working prototypes in code, not just Figma.
Portfolio
Experience
- Human-computer Interaction (HCI) - 10 years
- UX Design - 10 years
- UI Design - 10 years
- Product Design - 10 years
- App Design - 10 years
- AI Tools - 4 years
- AI Consulting - 4 years
Tools
- AI Tools
Work Experience
Product Designer (Generative AI Web Applications)
Scale AI - Global Public Sector
- Led end-to-end design of an AI-powered tourism platform for a national museum network, covering personalized AI tour generation, voice audio guides, an Art Specialist AI chat, real-time adaptive recommendations, map navigation, and a rewards system.
- Designed the platform across four languages, including Arabic, with full right-to-left adaptation, now live across a country's public art and cultural sites.
- Led design on a platform recognized at the 2026 Webby Awards as an Honoree for AI Consumer Application and twice a Nominee, selected from over 13,000 entries across 70+ countries.
- Built a custom CMS enabling non-technical editors to manage multilingual cultural content across multiple live museum sites and exhibitions.
- Designed a confidential AI clinical decision-support system for a major healthcare group, serving two user types with fundamentally different permissions, workflows, and cognitive contexts within a single product.
- Designed citation-linked AI summaries and audit trails integrated into an existing enterprise clinical records system, reducing physician cognitive load without disrupting established clinical workflows.
- Led UX research with clinical stakeholders in a regulated environment, including interviews, workflow mapping, and iterative prototype testing with embedded domain experts.
- Created user flows and personas for a clinical AI assistant designed to surface patient data without disrupting existing medical workflows.
Lead Product Designer | UX Focus
BLKBOX
- Collaborated with CEO and led the design of user-centric features, leveraging customer insights. Worked with data scientists, engineering, and design to deliver impactful solutions.
- Directed the design and implementation of new features, focusing on user-centric workflows, such as automated ad generation tools and advanced analytics dashboards.
- Conducted user research and usability testing to address pain points, driving data-informed design decisions that enhanced the overall platform experience.
Product Designer | UI/UX Lead
BrieflyAI
- Created the Google Chrome extension for the BrieflyAI and worked on the Zoom app integration, providing valuable design insight and collaborating effectively with the development team to ensure seamless integration.
- Led the entire design process for various features, from ideation, research, and branding to UI/UX and launch, including defining features, planning, designing and prototyping, and developing UI design systems.
- Provided branding support for various products, including website development, landing pages, and social media. This involved developing brand guidelines, creating designs and graphics, and executing the overall branding design.
Senior Product Designer | UX/UI Designer
Landing Party
- Designed the product dashboard and the onboarding to the platform.
- Created user flows and journeys for the dashboard and sign-up processes.
- Developed wireframes and interactive prototypes for the product.
- Built and maintained the design system for the product, including a light and dark version.
Lead Product Designer (UX/UI)
Pharmaspectra
- Worked on the addition of many new features to the company's latest web app.
- Focused on search functionalities and saved search behavior.
- Took ownership of the entire product from concept to prototype while leading a small team, including front-end engineers.
Lead Product Designer (UX/UI)
Synthtic for GamCare
- Planned, designed, and managed the launch of GamWorld.
- Ideated the product, an online 360-degree game experience set in the future.
- Contributed to the design of the product with a strong gamification element, enabling the users to learn about gambling problems and gambling addiction and find the help needed for themselves or family and friends.
Lead Product Designer (UX/UI)
ASAP Science and Michael J Fox Foundation
- Built a web app platform to connect scientists and share scientific research.
- Took ownership and delivered three new key features—groups calendar and event; brand new research outputs management system; updated onboarding—for a newly launched platform from idea to planning to UI design.
- Led and presented workshops and met regularly with clients and key stakeholders to demo new features, present design progress, lead the design team, and liaise with the developers and management teams.
Lead Product Designer (UX/UI)
GOAL app with Arsenal and Manchester City FC
- Contributed to the creation of a language learning app in partnership with Arsenal and Manchester City Football Club.
- Worked on the digital strategy, UX, UI, and branding for the GOAndLearn iOS app.
- Helped define the vision for the app that aims to bring language education to children from different countries. The process involved workshops with clients, UX/UI design and prototype, and overseeing the entire development and digital assets after the launch.
Lead Product Designer (UX/UI)
Perrigo XLS Nudge
- Supported the XLS Nudge digital transformation, linking digital and physical products with an innovative CBT app.
- Contributed, as a lead UX/UI designer, to the creation of the iOS app and Android app and defining the digital identity across the UK, Italy, Spain, and the Netherlands.
- Introduced new features such as user coaching, calls, and video call management, focusing on UI design and UX.
- Curated the brand collateral, including website, emails, and social media campaigns.
Lead Product Designer (UX/UI)
Pharmaceutical (NDA)
- Strategized, planned, and delivered a comprehensive iOS app based on CBT.
- Worked on NiQuitin app for Perrigo pharmaceuticals as a lead product designer (UX/UI) to create their digital product.
- Contributed to competitors' research, features analysis, user journeys, user flows, wireframes, UI design, and prototyping. Helped define a new creative direction for the brand refresh and visual design.
Senior UX/UI Designer
HSBC
- Designed the UX and UI for multiple web portals and iOS and Android app.
- Served as a senior UX/UI designer on HSBC private banking iOS app, Android app, and web dashboard.
- Contributed to the process through workshops with clients, new features development, UX, UI, prototyping, and animations. Worked in an Agile environment with the support of product owners and product managers.
Senior UX/UI Designer
22 Bishopsgate
- Planned the interactive experience for one of the newest buildings in London.
- Served as senior UX/UI designer on the tablet app and interactive wall experience for one of the major building developments in London.
- Designed the interactive wall screen that could be controlled by the tablet during presentations as well as by multiple users interacting with the wall at the same time.
Senior Digital Designer
OLIVER
- Created designs for various digital projects involving UX, UI, responsive HTML emails, interactive PDFs, apps, websites, and WordPress.
- Worked on print design and creative campaigns for various clients.
- Introduced digital technologies and new opportunities to clients, such as email, web-and-app-design best practices, and digital publishing.
- Created digital interaction solutions applied to client needs, such as the usage of NFC, beacons, and apps at events.
- Executed admin duties such as monthly reports and WIP status updates for different accounts, meetings, presentations, training to colleagues, and project management.
Senior Designer
Inbox Warriors
- Designed with a focus on brand identity, brochures, and presentations.
- Designed and developed responsive emails for various clients.
- Created and developed responsive WordPress websites.
- Designed client presentations along with guides to help clients to understand new technologies and responsive design.
Graphic Designer
Brand BIG
- Acted as the brand and design lead for a new makeup product line.
- Created the packaging for various makeup products.
- Designed a responsive website for makeup products.
- Designed the pitch presentation and catalog design.
- Followed all the design and branding of a number of other skincare and beauty products developed by the company.
Education
Certificate in HCI - Human Computer Interaction
Georgia Institute of Technology - Online
Certificate in Graphic and Digital Design
Polytechnic University of Turin - Turin, Italy
Diploma in Web and Software Development
Technical Institute C. Olivetti - Ivrea, Italy
Certifications
IBM - Enterprise Design Thinking
IBM
HCI - Human-Computer Interaction
Georgia Institute of Technology
iOS App Development with Swift
London App Brewery
Skills
Tools
InDesign CC, Miro, Principle, Adobe Creative Suite, Adobe InDesign, Adobe Illustrator, Adobe Photoshop, Sketch, Adobe, Adobe Experience Design (XD), InVision, Zeplin, Microsoft Office, Trello, Jira, Zoom, Xcode, Figma Plugins, AI Tools, GitHub
Industry Expertise
Technology, Banking & Finance, Health & Wellness, Healthcare, Travel & Leisure, Insurance, Education, Sports
Platforms
Mobile (Tablet), Web, Mobile, Figma, MacOS, WordPress, iOS, WordPress Theme Design, Android, Microsoft, Webflow, Webflow CMS, Vercel
Languages
HTML, CSS, PHP, Charity, Swift
Other
Brand Identity, Tablet UI, Tablet Design, Tablets & Smartphones, Startups, High-tech Startups, iPad, Tablet UX, Android App Design, Websites, Responsive, Startup Consulting, Small Business Design, Apps, Logo Design, Mobile App UI, Mobile UX, Mobile UI, Corporate Design, iOS App Design, Mobile Apps, iPhone, Interactive PDFs, PDF Design, PDF, Interactive UI, Interactive Design, Website Redesign, HTML UI, UI Development, Responsive UI, Responsive Design, Responsive Layout, Responsive Coding, Templates, Templating, Template Editing, Template Design, UI Templates, HTML Email, HTML Templates, Desktop Web Design, Mobile Web Design, Responsive UX Design, Interactive UX, UX Flows, Intuitive UX Design, App Development, Mobile App Development, UX Research, Digital Creative Direction, Notion, Product Design, Fintech, Agency Websites, Wireframing, HTML to WordPress, App UX, Prototyping, UX Prototyping, UI Prototyping, WordPress Design, WordPress Themes, PSD to WordPress, UX Design, Web Design, Web UX, Web UI, Email Templates, Email Coding, UI Design, App UI, App Design, Finance, Corporate Finance, Online Banking, Private Banking, Mobile Banking, Investment Banking, Dashboards, Dashboard Design, Web Dashboards, Interactive Dashboards, Dashboard Development, Design, Android UI Design, Web UI Design, iOS UI Design, Mobile UI Design, Web UX Design, iOS UX Design, User Interface (UI), Mobile UX Design, Email Design, Human-computer Interaction (HCI), User Experience (UX), Graphics, Graphic Design, Web App UX, UX Testing, Digital Product Design, Digital Innovation, Quantitative User Research, Qualitative Research, User Research, User Interviews, Android Design Guidelines, Agile, Weather, Maps, Mobile App Design, Mobile Design, Learning, Language Learning, User Onboarding, Web App UI, WebApp, Web App Design, Responsive Web Apps, Responsive Web Design (RWD), Onboarding, Wellness, Cognitive Behavioral Therapy (CBT), User Journeys, User Journey Maps, Mockups, High-fidelity Mockups, High-fidelity Prototypes, Rapid Prototyping, Landing Pages, Landing Page Design, MVP Design, Visual Design, Low-fidelity Prototypes, Design Systems, Style Guides, iOS Design Guidelines, Apple Human Interface, Human Interface Design, Design Thinking, Brand Design, Interactive Prototypes, SaaS, Landing Page Optimization, Digital Experience Design, User Experience Design, Digital Transformation, Data Visualization, System Design, AI Design, Artificial Intelligence (AI), Artificial Intelligence as a Service (AIaaS), Conferencing, Product Hunt, New Products, Marketing Design, Presentation Design, Banner Design, Social Media, Marketing Collateral Development, Digital Agencies, Conversational Design, Conversational AI, User Personas, Interaction Design (IxD), Design Leadership, Market Research, Stakeholder Engagement, User Stories, Testing, UX Wireframes, Digital, Digital Design, Digital Publishing, Website Design, B2C, User Testing, User-centered Development (UCD), B2B, Complex Application User Interfaces (UI), Usability, Interface Design, Minimalism, UX Consulting, UX Branding, Web Platforms, Human-centered Design (HCD), Web Application Design, Generative Artificial Intelligence (GenAI), AI-powered Product Design, Cursor AI, AI Integration, AI-driven Insights, Large Language Models (LLMs), Information Architecture (IA), Accessibility, Data-driven Design, Cross-functional Collaboration, Stakeholder Management, Agentic AI, Component Design, Component Libraries, Conversational Interfaces, Conversational UI, Conversational UI Design, Conversational UX, Customer Experience (CX) Design, Customer Experience, Reusable Components, Web Content Accessibility Guidelines (WCAG), WCAG 2, WCAG 3, High-fidelity Wireframes, UI Components, Healthtech, AI-enabled Applications, Healthcare Software, Smart Homes, Industrial Internet of Things (IIoT), News, Online Course Design, Catalogs, Email, Email Marketing, Email Delivery, Mobile Prototypes, Animated Prototypes, Wireframe to Product, Bootstrap UI, Internet of Things (IoT), Bootstrap, Branding, Web Development, Financial Reporting Dashboards, User Flows, Microsoft Teams, Front-end, Educational Platform Design, Edtech Design, Languages, Web 3.0, Google Material Design, Discord, 360° Video, Online Games, Quizzes, Educational Videos, Educational Portals, Web3, Chrome, Chrome Extensions, Video Conferencing, Usability Testing, Consumer Insights, Decentralized Applications, eCommerce, User Conversion, Messenger, Website Conversion, Enterprise Design, AI Consulting, AI-assisted Prototyping, AI-assisted Development, AI-generated Code, Catalog Design, Business, Software Development, UI Maps, 3DVista, Virtual Reality (VR), Educational Games, Higher Education, Youth, Blockchain, Scales & Weight Measurement, Communities, SaaS Design, Software as a Service (SaaS), Web App Testing, Web Applications, Web & Mobile Applications, AI Content Creation, ChatGPT, Chatbots, Project Management System (PMS), User Experience Strategy, Blockchain Design, Blockchain Wallets, Creative Design, Linear, Enterprise AI, AI Art Generator, Text to Image AI, AI Art Visualization, Claude Code, Personas, Localization, Multilingual Design, Right-to-Left (RTL) Design, RTL, Content Management Systems (CMS), CMS
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