About me
I'm Joana, a Designer with 14 years of experience in digital product ecosystems.
With meticulous attention to detail and a passion for user advocacy, I specialize in creating experiences that resonate with users and meet stakeholders' needs.
Curiosity and empathy are at the core of my design approach, driving me to create seamless solutions.
I'm interested in tailoring my work deliverables to ensure they are easily understandable by stakeholders. I'm comfortable using tools like Excel if they facilitate collaborative creation.
After all, design is about solving problems, not the tools we use.
I had the amazing opportunity to expand my expertise by exploring service design for IT projects at EDP, where I was actively involved in studying and contributing to several initiatives.
In the summer of 2024 I had the change to join ZEISS Vision as part of the global Digital Business Transformation team.
In my spare time, I love hearing new and old music releases and on the opposite end of the spectrum, enjoy my own company in silence.
I am A*'s mother and a countryside girl from Leiria living in Lisbon, sunny Portugal.
Before my son was born, me and my husband dedicated our spare time, money, and energy restoring an old house in my hometown village, and I'm really proud of that.
Work Experience
Jun 2024 - Present
ZEISS Vision @ Digital Business Transformation - Senior UX Designer
Working directly with the ZEISS Vision Head of UX. Responsible for the unification of the multi journey experience across ZEISS Vision B2C applications in line with the company's global strategy.
Jul 2022 - Jun 2024
EDP @ Service Design & UX/UI Competence Center - Lead Designer
Competence Centres (or Centres of Excellence, CoE) in EDP are responsible for standardising how the different technical roles work across EDP.
Our team was responsible for bringing Service Design to EDP in alignment with the Strategy & Architecture department of the Digital Global Unit. We were also responsible for developing and evaluating DSM, EDP's design system, and supporting product designers around the organisation.
Competencies: Project management, leading a team of 4 people responsible for creating standards, frameworks and tools for design professionals at EDP. Product Owner of DSM (EDP Design System).
Feb 2020 - Jun 2022
EDP @ Digital Factory – Product Designer
Digital factory is responsible for digitalization in EDP.
Competencies: Design mvps for EDP internal digital products usage - Product Design, UX Analysis, Research, Facilitation.
Apr 2018 - Jan 2020
Deloitte (Ex-Wingman) – UX/UI Designer
Competencies: UX/UI, digital communication, institutional websites, and apps.
Brands: TAP, EDP, Via Verde, Galp, European Commission.
Nov 2014 - Mar 2018
BY-WYgroup – UX/UI Designer
Competencies: UX/UI, Digital communication and strategic multi-channel campaigns, institutional websites, and apps. Brands: NOVOBANCO, 24Kitchen, Sogrape, Casa Ferreira, Adagio, Pleno, Fidelidade, Best Bank.
Mar 2013 - Oct 2014
StepValue - Digital Designer
Competencies: Digital communication and marketing campaigns.
Brands: Navigator Company, Navigator paper, Inaset paper, EDP, Holmes Place.
Jan 2013 - Mar 2013
Brandia Cental - Digital Designer intern
Lisbon, Portugal
Digital communication. Brands: Vodafone.
Sep 2011 — Jul 2012
Estudi PUK - Graphic Designer intern
Barcelona, Spain
Offline communication. Brands: Ermenegildo Zegna, Ebel watches.
Education
and certifications
Feb/Apr 2024
Aalto University- Service Design (Project Course)
2023
Lisbon Digital School - O A, B, C da Acessibilidade Digital
Level 1 accessibility training
2022
Way Beyond - Way to Lead: A Arte da Facilitação
Intensive training on facilitation.
2015 – 2016
EDIT - UX-UI Design, technical formation
2012 – 2013
EDIT - Digital Art Direction, technical formation
2008 – 2011
Instituto Politécnico de Tomar
Design and Graphic Arts Technology Bachelor's degree
Tools
Figma — Mural and Miro — Jira — Confluence — Adobe master collection — Microsoft tools — Microsoft Copilot
Languages
Portuguese: Native — English: Advanced — Spanish: Advanced
Skills
Lots of empathy and curiosity — UX/UI — Research — User Testing — Shadowing — Facilitation — Design Thinking — Service Design — Project management — Agile methodology