Diana
Hernandez
Cabezas


Diana
Hernandez
Cabezas

Senior Product Designer based in London and raised in Barcelona.

I've been designing a variety of products from early-stage discovery to launch with a big focus on customer research.


Senior Product Designer based in London and raised in Barcelona.

I've been designing a variety of products from early-stage discovery to launch with a big focus on customer research.


→ ABOUT ME

My dad is a psychologist, and one of the most frequent questions I get is: how was growing up with someone who analyses all the things you do and say? Well, my answer is always the same. It was extraordinary.

I grew up surrounded by psychology books and listening to my dad’s stories about helping others overcome their problems. I wanted to help people too, although my creative side had me filling up notebooks with drawings all the time. When I had to choose a career path, I decided to study Fine Arts in Barcelona where I learned about Gestalt principles, composition and colour theory. This knowledge, along with a specialisation in typography, is still the base of my work these days.

I started designing brand identities as a freelancer but clients soon began to request websites, and that is how I discovered UX/UI design. It was not until I joined my first startup back in 2009 that I realised how important it is to listen to customers. I became fascinated with transforming bad experiences into great ones. In the end, a happy customer is the best marketing you can get.

idean research sessions

→ IDEAN 

Working in a design agency building Beta Businesses

Working in a design agency building Beta Businesses

I’m currently working at Idean building Beta Businesses for big companies. A Beta Business is a new venture with a challenger mindset, separate from the main business and designed to learn and grow faster than the competition. Some clients I’ve worked with are Santander, Barclays, Smarty, AutoTrader and Grant Thornton.

I've been leading project activities like workshops, presentations, and research while producing high-quality user experiences, UI screens, interaction flows, Design Systems and other deliverables. I also mentor junior members of the team to reach their full potential.

Unfortunately, most of my work at Idean is confidential.

Senior Product Designer

Mar 2018 - Now

London

Web, iOS

Senior Product Designer

Mar 2018 - Now

London

Web, iOS

Facts that no one tells you about menstrual cycles

Facts that no one tells you about menstrual cycles

Facts that no one tells you about menstrual cycles

Cicla is an app to help women understand how their cycle affects them in different aspects of their life like nutrition, sports or mental health. The menstrual cycle is still a taboo nowadays. Because of that, we lack education about it. We go through four different phases every month and the menstruation is just one of them, but the other phases are a big unknown. As a side project, I'm working with a group of Spanish women to change that.

I’m currently leading the Product and Brand Design while defining our business model.

Head of Design

Oct 2019 - Now

London

Web, iOS, Android

Designed for quick urban deliveries

Designed for quick urban deliveries

Quiqup is a startup that offers on-demand, last-mile logistic services and products. Most of my time at Quiqup was as a solo designer. My responsibility was to create easy-to-use products for our customers, businesses and internal tools. I also created my first Design System which was tailored to the different type of users.

One of the projects I enjoyed most was the new driver's app which allows drivers to receive missions in real-time. Our goal was to improve their experience and reduce the time to complete a delivery. We accomplished it by mapping the delivery journey with screens that clearly showed one action at a time and what to do next. It was a very successful project.

Product Designer

Oct 2015 - Feb 2018

London

Web, iOS, Android, React native

Product Designer

Oct 2015 - Feb 2018

London

Web, iOS, Android, React native

An interactive TV experience for luxury hotels

An interactive TV experience for luxury hotels

Entertainment Solutions is created to enhance the guest experience and increase the hotel's revenue. As the first designer in the company, I worked on a full redesign of the interactive TV product and companion apps. The goal was to create a unified in-room experience and tailor the system for each type of guest. It's used in 37 countries by hotels like Royalton, ME Melia, Hard Rock and Banyan Tree.

It was an incredible experience where I learnt about best practices when designing for 10-foot user interfaces and international users.

Lead Designer

Jan 2014 - Oct 2015

Madrid & London

TV, iOS, Android

A mobile app to find dog-friendly places

A mobile app to find dog-friendly places

The main struggle for users was finding dog-friendly places in an area, either on a daily basis or while travelling. SrPerro helps you find places where dogs are allowed in and navigate to those. SrPerro is available in Spain and has more than 1500 dog-friendly places. 

This was a side project with my husband who is an amazing mobile developer. We released iOS and Android apps. I learnt a lot about native interaction patterns for iOS and Android apps. 

Product Designer

Sep 2012 - Nov 2016

Madrid & London

iOs, Android

Product Designer

Sep 2012 - Nov 2016

Madrid & London

iOs, Android

Creating the best customer support experience for an MVNO

Creating the best customer support experience for an MVNO

Tuenti was the biggest social network in Spain, with over 15 million registered users. It was my first experience working in a startup. I joined the team when we started drafting the new mobile virtual network operator (MVNO). I was part of the exciting first release and then I worked on different projects that helped to improve the customer experience like defining the support contact flows for customers (FAQs, tickets, live chat...) and the setting up internal tools and processes to give the best support.

Tuenti Movil was awarded the best online customer support by Contact centre. 

Operations specialist in product team

Oct 2009 - Dec 2013

Madrid

Operations specialist in product team

Oct 2009 - Dec 2013

Madrid

Operations specialist in product team

Oct 2009 - Dec 2013

Madrid

Thank you for getting this far.

Let me know if you want to find out more about me or my design process. I can always share my portfolio with you.

→ LINKEDIN      → TWITTER       → EMAIL

→ LINKEDIN      → TWITTER       → EMAIL