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A project I’m proud of…

The work of Daniel Kahneman, psychologist and economist notable for his work on decision making and behavioural economics, has also influenced my approach. As a result, we conducted an experiment removing the sum total price of the items from the shopping cart icon. After 13 days the test had a positive impact on cart additions. Following this success, a reiteration of the design was considered, adding a yellow circle counter indicator. This time the rationale behind my hypothesis was that yellow is an attention-getter, it's enthusiasm, brand identity and in contrast with black, it is the most visible colour combination. This adjustment boosted order rates in all markets except Germany. 

Building an inclusive culture...

Over the years, I joined several initiatives with the aim of positively contributing to the tech and fashion industry. 


I am an active member of the Diversity & Inclusion Group (D&I Group) where we engage with organisations in dialogue around race & ethnicity, gender, disability, mental health, LGBTQIA+, etc. My role as a UX designer and member of the D&I Group is to create awareness by identifying areas within the Customer Experience (CX) lacking inclusivity for future improvement. 

From mentee to mentor…

Outside of work I collaborate with many initiatives to change the face of start-ups and empower underrepresented people to claim their space in the tech start-up ecosystem, from females to those considered Black, Asian or from an ethnic minority background. 

I have been tremendously lucky to support start-ups in different phases of their life cycle, get to know many founders and discover ideas and new digital product services that have blown my mind and maybe yours too. 

This year I’m especially captivated by TravelHands a service designed to ease the outdoor commute for Visually Impaired People (VIP) by pairing them with sighted & verified volunteers to walk together.

What drives and inspires me…

Are Miro and Figma templates, speaking at webinars, mentoring, tech, innovation, ideas, entrepreneur journeys, people that strive to improve their communities and the future. Reading is a good source of inspiration too. The best piece of advice I can share is a quote taken from Cliffton's Strengthfinfer 2.1.

“You cannot be anything you want to be - but you can be a lot more of who you already are”.

👋 Hi, Hola!

My name is Dunia.

I am originally from Barcelona and moved to London 10 years ago, with what I like to call, a low-key MVP (Minimal Viable Product) level of English. 

Currently working as a User Experience Designer (UX).

Being a UX designer can be awkward when I meet new people, especially for those who don't work in digital products. Facial expressions can change from a smile to a confused look after I introduce my role. After a while of working with digital teams, you will get familiar with roles like UI, IxD, UX, BA, PO, etc and abbreviations like PLP, PDP, CTA, KPI, CRO as there's a tendency for acronyms in digital which can seem like a whole new language when you come into this world. 

My team are the go-to people to improve the website. My role is to make the website more intuitive and user-centric by identifying opportunities to improve the user journey and maximise ROI. If you’re keen to understand our mission then I highly recommend the book Don't Make Me Think, by Steve Krug.

A typical day…

Waking up to the sound of an IOS phone device's bird alarm, which places me in a happy mood for an early walk or a 15 min run before the day starts to get busy. The smell of the coffee in the morning is the sign that it’s time to start the post-it notes party. I stick them e-v-e-r-y-w-h-e-r-e and note down -e-v-e-r-y-t-h-i-n-g! They help me define short- and long-term objectives. I select three to five objectives daily. These are work-related “Make changes into card payment AXURE prototype”, “Tidy up Click & Collect Adobe XD file”, and personal like “CALL HOME” and “Cancel subscription”.

I follow the ACE approach for managing wellbeing in my daily life; A = Achievement, C= Connection and E = Enjoy. 
The idea is to have the right amount of achievement, connection and enjoyment in life, that's why “Living your best life” resonates so well with me because “fun time” has been the cherry 🍒 on top of my productivity and wellbeing cake 🍰.

The best part of my role…

Is to understand user mindsets, the psychological side of web behaviours, the methodology behind the UX design process, research and data. Data, did I say how much I LOVE Data and how much it fascinates me? It's the core of our decision making, it helps us to identify habits, patterns, issues, and provides the insights to (dis/) prove our design decisions, hypothesis and assumptions. Being able to trial different ideas using the Conversion rate optimisation (CRO) program it's EXCITING. We all have ideas, and this program helps validate them.

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