hello I’m
Laura Rojas, a Service and strategic designer based in London with more than 6 years of experience. I have worked since 2014 as a UX and service designer consultant, helping companies to create, develop and generate value, focused on innovation in new business models, products or services, based on a deep understanding of the needs of their clients.
Ask me about | Strategy, Service design, human-centred design, UX research, Design thinking, social impact and sustainability, partnership strategy design, business model design, prototyping and research strategies and innovation.
Note | I speak English and Spanish.
Work I’m proud of | co-creating inspiring and innovative futures with my clients.
What I do for fun | You might find me outside work dancing lindy hop or tap dance, walking my Pomeranian, playing tennis, or evangelising Britons in Basque cuisine.
In my day to day work I look to deliver practical and thoughtful solutions to business challenges through design research, innovative methods, and experimenting with new ways of working always with a curious mind and willing to keep learning. I have had the opportunity to plan, conduct and analyse both qualitative and quantitative research to inform iterative designs of product and services or to establish strategic plans. Some of the qualitative methods that I have more experience are in-depth interviews, focus groups, card sorting, usability, role-playing and guerrilla test. And ethnographic such as diary studies and shadowing. In terms of quantitative studies, I’m very used to design and analyse surveys and to create A/B tests, and experiments in tools such as Hot-jar or Google analytics.
I’m very passionate about analysing experiences and journey and about iterative testing of both products and services; from the earliest stage to the launch by setting KPI’s which will reflect the level success of the product or service. I also try to adapt the right methodology to the budget and timelines constraints. I believe that everything can be prototyped, since prices, business models, processes, products and services and it is part of a good designer job to identify the right methodology, frame the right problem (which will set the research objectives) and set up the basis of the strategic possibilities, it’s also very important to identify the fidelity and type of prototype that needs to be tested to test as sustainable, quick and insightful as possible to make informed strategic decisions.
I have experience working on both start-ups and global companies within global markets. In my roles, I’ve been helping to create and generate value in products and services focusing on innovation and always based on a depth understanding of users’ needs. I hold a BA in Design and earned a master’s degree in human-Centred Design and Innovation from Elisava, Barcelona.
So far all my professional experiences have been very valuable to me, because of them I had the opportunity to work on large and powerful projects. I am also a very agile, curious and resolute person and a quick learner. My effort and passion about my job allow me to achieve the best results.
My goal is to continue learning every day and to have the opportunity to collaborate on interesting projects with a broad projection and face great challenges which let me show the quality of my work.
I love what I do, and I love to teach what I do to others. Contact me if you’d like to know more.
