Summary
Overview
Work History
Education
Skills
References
Accomplishments
Timeline
Generic
Alessandra Ferragina

Alessandra Ferragina

Alicante

Summary

Performance-oriented UX/UI Design Lead specialising in crafting inclusive, accessible digital experiences. With over a decade of experience leading teams, client management, and exceptional communication skills I ensure projects run seamlessly from start to finish, while translating client requirements into intuitive design solutions.

With a deep understanding of design principles, each project reflects a balance of usability, aesthetics, and brand identity. Notable clients I had the pleasure of working with include Oxfam International, and Falmouth University and NHS.

Overview

13
13
years of professional experience

Work History

UX/UI and Accessibility Consultant

freelancing
Alicante
09.2023 - Current
  • Providing consulting services related to UX/UI design, accessibility best practices, Responsive design and User testing methods

UX/UI Lead Designer and Accessibility Expert

ZOOCHA International Digital Agency
Remote
03.2019 - 07.2023
  • Achieved the growth of the UX&Design team, mentoring and guiding two professionals to advance from a junior to mid-level within one year
  • Facilitated meetings with stakeholders to discuss requirements and project goals.
  • Provided feedback on usability and effectiveness of designs and optimised existing designs based on user feedback and analytics data.
  • Collaborated with cross-functional teams to ensure that design meets business objectives.
  • Lead brainstorming sessions to generate innovative ideas for projects and project planning with customers and managers.
  • Presented final designs to stakeholders for approval and developed style guides for digital use and brand consistency.
  • Mentored junior designers in best practices for user experience, interface design and accessibility standards.
  • Obtaining IAAP CPAAC Accessibility Expert Certification to deliver accessibility-conscious designs compliant with WCAG guidelines.
  • Successfully trained the UX&Design team to consistently achieve a 90% accessibility score on projects.
  • Consistently achieved a high level of client satisfaction by managing and leading more than 8 design projects annually, with an average rating of 95%
  • Established new design standards including the utilisation of design playbook and libraries, resulting in a boost of productivity within teams by approximately 30%.
  • Enhanced cross-functional collaboration and communication resulting in a flawless website launch with zero bugs.
  • Set up scalable design system and libraries for efficient sharing of design principles
  • Designed wireframes, mockups, prototypes, storyboards, flowcharts as needed
  • Implemented changes to existing designs based on stakeholder feedback, heuristic knowledge and research.
  • Built interactive prototypes used in A and B testing of various UX concepts with end users.
  • Optimised existing UI designs by improving navigation structures and content organisation while preserving brand identity across all platforms.
  • Worked with the development team to ensure a smooth transition from concept to production-ready assets.
  • Conducted usability tests on existing products and prototypes to identify areas for improvement in user experience or design.
  • Analysed customer feedbacks to identify areas of improvement within existing designs.
  • Conferred with management and development teams to prioritise needs, resolve conflicts, and develop solutions.

UI/UX Designer

SQUARE1 Software Development Company
01.2017 - 03.2018
  • Implementing up to date design software which increased our team productivity by 20%
  • Put into practice design process to include across team collaboration from an earlier stage, resulting in less bugs and improved communication
  • Tested products during development process to identify any potential issues or areas for improvement.
  • UX review of existing websites and heuristic evaluations resulting in long-term collaboration with new clients
  • UI mock ups for pitches, presenting concepts to managers and stakeholders
  • Ensured all projects adhere to established brand guidelines and style guides.
  • Worked with customers to present mockups and collect information for adjustments.
  • Developing projects from concept to launch, following up the development in quality testing
  • Creating user flows, wireframes and mock-ups
  • Performed QA testing of finished products prior to release
  • Designed responsive web interfaces for improved user experience, using mobile-firs approach when needed
  • Created high quality visual designs that are both aesthetically pleasing and intuitive for users.
  • Provided guidance on how best to apply brand identity guidelines across multiple channels.
  • Participated in brainstorming sessions to generate new ideas for product features or improvements.

Mid to Senior UI/UX Designer

Figleaves International
London
04.2013 - 06.2016
  • Significantly contributed to the company's rebranding initiative by working on the brand corporate manual, developing guidelines for both digital and print formats
  • Led end-to-end redesign of e-commerce website, involving stakeholder and user interviews, concept development, wireframing, testing, and successful launch.
  • Monitored analytics data to measure the success designs and used A/B testing to review UX/UI concepts
  • Developed brand design tools to maintain consistency and adopt a more up-to-date design strategy.
  • Provided leadership and guidance to a team of 4 junior designers while assisting management with design initiatives
  • Reviewed other designers' work for accuracy and consistency with established standards.
  • Conducted interviews with users to gather insights into their behavior patterns when using digital products or services.
  • Worked with developer team to oversee implementation of proper design specifications and guidelines.
  • Enhanced accessibility and increased mobile revenue through the implementation of responsive design standards
  • Collaborated closely with marketing and email department to boost customer engagement, while implementing transformative UX/UI modifications that drove higher conversion rates
  • Successfully implemented a comprehensive launch strategy for 3 sub-brands, ensuring consistent online and offline branding

Graphic Designer

Gasjeans
Treviso
10.2011 - 10.2012
  • Utilized design expertise to produce high-quality visuals for a global market.
  • Utilized Adobe InDesign, Photoshop, and Illustrator skills to create engaging email blasts, catalogs, posters, and promotional materials.
  • Developed graphics, logos and layouts for product illustrations, company logos, and websites.
  • Provided support on photo shoots related to the project's needs.
  • Produced promotional displays, packaging and marketing collateral for retail environments.
  • Designed print materials such as brochures, flyers and posters for marketing campaigns.
  • Edited and optimised photographs for web banners and social media posts in digital media platforms.
  • Maintained consistent brand identity across all design work.
  • Collaborated with printers to ensure high-quality production for international magazine advertising.
  • Provided input on best practices for typography/color/layout.
  • Supported the product department by assisting with the creation of pitch decks and presentations
  • Developed website layouts, graphics, and user interfaces.

Education

UX Certificated Expert - UX Design, UI Design, User Testing

Nielsen Norman Group
Https://www.nngroup.com
09-2022

Certified Professional in Accessibility Core Competencies - Accessibility

IAAP - International Association of Accessibility
Https://www.accessibilityassociation.org/s/
05-2021

M.D. - Design And Visual Communications

Interactive Design And Multimedia IUAV
Venice, Italy
04-2011

Skills

  • User experience (UX) and User Interface (UI) Design
  • Design Thinking
  • Leadership and Mentoring
  • Collaborative and effective communication
  • Design Systems and process optimisation (DesignOps)
  • Usability testing
  • Information Architecture
  • Visual Design
  • Accessibility
  • Prototyping (wireframes, mock ups, interactions)
  • Project management and client communication
  • Project planning, requirements gathering
  • Prioritisation and resource allocation
  • Agile environments and design sprints expert
  • Figma
  • Adobe XD, Indesign, Illustrator
  • Jira and Confluence user
  • English, Italian and Spanish

References

  • Tom Fitzgibbons Managing Director tom_ tzgibbons@hotmail.com
  • Paul Sebborn Head of FE Development paul.sebborn@gmail.com
  • Julia Heffer Head of Design julia@thisisbecreative.com
  • Enioluwa Diko Delivery Manager eni.diko@methods.co.uk
  • Ella Foster Project Manager ellafoster@gmail.com
  • Daniel Garibaldi Lead Developer danielgaribaldi@gmail.com

Accomplishments

  • Leading the redesign of JHRT website rated 1st for Accessibility housing sites in the UK! Overall score 95%
  • IAAP Accessibility Ecertified expert
  • NNG Nielsen Norman Group UX certified expert

Timeline

UX/UI and Accessibility Consultant

freelancing
09.2023 - Current

UX/UI Lead Designer and Accessibility Expert

ZOOCHA International Digital Agency
03.2019 - 07.2023

UI/UX Designer

SQUARE1 Software Development Company
01.2017 - 03.2018

Mid to Senior UI/UX Designer

Figleaves International
04.2013 - 06.2016

Graphic Designer

Gasjeans
10.2011 - 10.2012

UX Certificated Expert - UX Design, UI Design, User Testing

Nielsen Norman Group

Certified Professional in Accessibility Core Competencies - Accessibility

IAAP - International Association of Accessibility

M.D. - Design And Visual Communications

Interactive Design And Multimedia IUAV

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Alessandra Ferragina