I’m a Digital Designer.

I use design craft to make complex products clear, useful and scalable.

About me

I'm Flor, a Lead Product Designer based in London with 9+ years of experience designing complex, research-led products in financial services.

I work across product design, user research, interaction design, design systems and visual design. My job is to turn ambiguous, high-stakes problems into clear, scalable experiences. From discovery and strategy through to production. One practice across every design problem:

01
RESEARCH + FRAMING

I combine moderated research, surveys and quantitative analysis to turn customer evidence into decisions and roadmap direction.

02
PRODUCT + INTERACTION

I design complex native and web journeys, including edge cases, prototypes and multi-scenario systems for high-stakes financial experiences.

03
SYSTEMS + ACCESSIBILITY

I contribute scalable patterns and system-level decisions so experiences remain consistent, inclusive and usable across journeys.

04
DIRECTION + TEAM CRAFT

I create principles and artefacts, lead critique, mentor designers and align product, engineering, research and content around shared outcomes.

I don't see craft and leadership as separate.

Craft gives me the judgement to make decisions, the language to explain them and the standards to help a team produce stronger work. Leadership is how I extend that practice across people, disciplines and products.

Work experience

NatWest Group Sr. Product Designer

    • Led end-to-end product design for complex native mobile and web journeys across payments, credit card flows, declined transactions and fraud, translating ambiguous customer and business problems into clear, scalable solutions.

    • Designed multi-scenario journey systems covering complex edge cases at scale, improving mental model clarity across high-stakes financial experiences.

    • Led multi-round research programmes using UserZoom across moderated sessions, surveys and quantitative analysis with 350+ respondents, turning customer insight into roadmap-shaping recommendations for senior stakeholders.

    • Defined design direction, principles and artefacts to align product, engineering, research and content teams around shared customer outcomes.

    • Contributed to scalable design patterns and system-level decisions, helping teams create consistent, accessible experiences across mobile journeys.

    • Raised design quality across the HCD team through mentoring, critique, knowledge-sharing and a weekly design huddle, plus a monthly department brunch for 60+ designers, researchers and brand partners.

    • Recognised with a team award for elevating research quality, design culture and knowledge-sharing across the team.

    • Advocated for accessibility and inclusive design throughout discovery, design, delivery and stakeholder decision-making.

Kin + Carta‍ ‍Sr. Product Designer

    • Led design for an RBS feature launch that contributed to a 30% increase in user engagement, translating customer insight into product decisions and roadmap recommendations.

    • Coordinated five cross-functional teams to deliver a new Santander account type, managing competing priorities and aligning teams around a seamless customer transition.

    • Owned complex financial services journeys across mobile and web, balancing customer needs, technical constraints, regulatory considerations and commercial outcomes.

    • Built trusted stakeholder relationships across multiple enterprise clients, proactively identifying risks, clarifying decisions and maintaining momentum across delivery.

    • Created design artefacts, prototypes and journey frameworks to communicate complex flows clearly across product, engineering, research and leadership audiences.

Solstice UX Design Consultant

    • Redesigned a 20-year-old Citi platform serving 3 million users, conducting 120+ hours of global research across 3 continents and crafting an enhanced account opening journey for business clients. 

    • Introduced discovery and design sprint methodology at Corteva Pioneer, facilitating onsite workshops in Iowa to align cross-functional teams around shared goals.

    • Bridged design and engineering across diverse teams, ensuring seamless collaboration and handoff.

WAAWS | Start-up Supplier ‍UX Designer

    • Delivered user-centric, responsive design across web and mobile in a fast-moving startup environment. 

    • Championed accessibility and iterative prototyping as core parts of the design process

Design beyond product

Graphic design is where my practice began, and it still shapes how I think about hierarchy, systems, storytelling

and detail. Alongside product work, I continue to apply that craft to brands, communities and causes.

10X10 Philanthropy

Volunteer graphic designer for a live crowdfunding charity supporting small UK charities.

Learn more about 10×10

IxDA - Interaction Latin America

Community speaker at the 2019 Interaction Latin America (IxDA) regional conference in Medellín, Colombia.

Learn more about IxDA

BangBang

Visual identity design for brands, run alongside full-time employment

bangbangdesign.studio