About me
I'm a researcher, planner and architect set out to build and improve digital experiences.
Hi! I'm Sofia, a User Experience Architect and Researcher currently based in Amsterdam, Netherlands. I've been helping companies and teams to understand, structure and design better digital experiences for over 10 years. My work is specially focused on matching business requirements with user needs. This means that my process gravitates around researching what users really want and need, which often implies desconstructing previous assumptions. The result? Difficult questions and fact based answers.
I have been working across several industries such as Healthcare, Finance, Telecom, eCommerce and AI.
Recent Work
User Experience Lead
At Levity I am building the easiest no-code AI Builder in the world. To accomplish that, I bring together research insights, vision and business goals to drive the experience beyond the exceptional.
Levity
Feb 2020 - now
Backbase
Nov 2018 - Jul 2019
User Experience Consultant
Consultancy in UX for financial applications: worked closely with BRD Bank to improve their banking experience. Conducted user research with stakeholders to drive design decisions.
Senson.ai
Sep 2017 - Mar 2018
Co-founder
Startup dedicated to supervised data for AI and IoT. During this time, I worked on product validation, market fit, investment and partnerships.
Adidas
Sep 2014 - Sep 2017
User Experience Specialist
I started off my assignment at adidas by creating and setting up the UX processes within the Campaign Delivery team. My job is to to ensure that global adidas digital campaigns attain a high standard and perform according to business units' KPIs and objectives. In the process I act as stakeholder advocating for the user and manage the experience workflow between creative agencies and several teams within adidas to make sure we create holistic end to end experiences.
My daily tasks include planning multichannel global campaigns considering multiple fact based data (SEO, analytics insights) and channel strategy (CRM, Social).
Phillips
Oct 2013 - May 2014
Information Architect
My job at Philips was to help shape the transition from a native TV software to an Android base operative system. This was a serious complex operation and much of it meant translating technical requirements (yes, written by engineers!) to a language everyone within the team could understand (screen flows, hierarchy maps, wireframes and user interaction documentation).
With that done, evaluation of user journeys and decision making became much easier.
Main tasks included the translation of technical requirement specifications into screen flows, organisation and lead of workshops, evaluation of navigation, interaction and information architecture concepts for TV interaction.
Education
ESAD
BA Media Design
2000–2003
University of Aveiro
Communication Technologies
2003–2007
University of Lisbon / ISCTE
MSc Complexity Science
2011–2014
Master thesis on collective intelligence, more specifically crowd intelligence, crowd behaviour, social influence.
Thesis title: "An experiment about the impact of social influence on the wisdom of the crowd effect"
Awards
Best article 2016
Workshop Research and development in artificial intelligence, Collective intelligence and Data Science