Hi! I’m Catia 👋
Senior UX / Product Designer
Based in London
Making complex digital products easier to understand, use and build
I lead UX from discovery through delivery, bringing structure to ambiguous problems and aligning user needs, business goals and technical constraints. I combine research, behavioural insight, data and systems thinking to help teams make confident decisions and create experiences that work for both users and the people building them.
Discovering value through onboarding
I led the end-to-end redesign of untied’s onboarding experience as the product grew in complexity. Research showed that users struggled to understand key features and skipped important steps. I reshaped the experience around progressive guidance, clearer value and behavioural cues designed to help users reach key activation points with confidence. Following launch, users progressed more consistently through onboarding, while support queries shifted away from navigation and product confusion towards tax-specific questions
Designing for high-pressure decisions
I designed a centralised Clearing experience for students making time-sensitive decisions. I brought fragmented content and journeys into a clearer, scalable structure across devices. Post-launch behaviour indicated improvements in navigation, engagement and conversion.
Reframing a tax platform around user intent
I redesigned untied’s website and key journeys to make a complex tax product easier to understand and use. I reworked the information architecture and reusable page patterns, using research and experimentation to guide different audiences towards the right product.
Recent project snapshots
Simplifying a service for a Gisborne District Council
I redesigned a series of service experiences, simplifying page structures and improving content presentation across desktop and mobile, including the homepage and the council’s bus page.
Validating a task-based court information architecture
For the Minnesota Judicial Branch, I reorganised complex court information around user tasks. Tree testing achieved 68% task success and 95% directness, validating the proposed structure.
A university homepage as a conversation
I created a conversational university homepage where students could ask questions in their own words and receive relevant information, guidance and actions without navigating a conventional website.
Experience across in-house product and consultancy
I’ve designed complex digital products and platforms both as part of an embedded product team and within a consultancy environment.
In-house product — untied
I worked within a product team, designing and evolving experiences across a digital tax product in response to user behaviour, product growth and changing business needs.
Consultancy — Squiz
I lead UX across complex digital platforms, working with organisations across the public and private sectors and collaborating with teams internationally.
Across both environments, my work spans discovery and strategy through to detailed design, accessibility and delivery. I’m comfortable going deep into an established product and quickly understanding unfamiliar organisations, domains and problems.
What I bring
Clarity when the problem is complex
I bring structure to ambiguous problems involving multiple audiences, competing requirements and technical constraints. Through research and systems thinking, I help teams identify what matters and move forward together.
Product thinking grounded in real behaviour
I look beyond usability to understand what helps people decide, act and keep progressing. I use research, testing and behavioural data to balance real user behaviour with business goals and technical constraints.
Design leadership through delivery
I stay involved throughout delivery, working with stakeholders, developers and engineers to resolve questions, adapt to constraints and protect the intent and quality of the experience through build.
Interested in working together?
If you’re looking for a Senior UX or Product Designer to bring clarity to a complex product, platform or service, I’d be happy to talk.
UX | Cat 