EE · Product Designer
Reducing roaming customer calls by 4%
Making roaming easier to understand before and after travel — from finding the right option to avoiding unexpected charges.
Senior UX & Service Designer
Designing services people can trust.
I turn complex services into clear, evidence-led experiences — connecting customer needs, business outcomes and delivery reality.
8+years designing
3complex sectors
Selected case studies
Work with measurable outcomes
Booking.com · UX Designer, Payments
Making PayPal visible at checkout
A payments study on the car rental checkout of a high-traffic global platform — finding the right place for PayPal and testing it with real people and at scale.
Royal Mail · Product & Service Designer
Broadband set-up customers can trust
From scattered guidance to one layered support model across the box, the hub and the Royal Mail app — helping customers set up broadband on their own.
Flights Alert · Concept project
Flight cancelled. Now what?
A concept airline app that turns a cancelled or delayed flight into one guided journey — with an AI assistant that keeps passengers informed, rebooks them and helps them claim what they're owed.
How I work
My design process
1
Discover
Understand the people, the product and the problem.
- User research
- Product analysis
- Funnel assessment
2
Define
Turn insight into personas and testable hypotheses, and agree what to solve.
- Personas
- Testable hypotheses
- Feature prioritisation
3
Develop
Sketch, prototype and test ideas quickly, before anyone writes code.
- Sketching & wireframing
- Prototyping
- GOV.UK Prototype Kit
4
Deliver
Refine the design with engineering, launch it and keep iterating.
- High-fidelity UI
- Design systems & patterns
- Handoff
- Iteration
About Valeria
My work begins with a problem, not a screen.
I use a human-centred design approach to uncover customer needs, define opportunities, and create end-to-end product experiences. Through user research, prototyping, testing, and collaboration with product and engineering teams, I help bring ideas to life and deliver measurable outcomes.
Italian (native) · English · French
