About

Nádia Ferreira

Nadia smiling portrait photogrpahy

Portuguese designer with 10 years in the digital user experience industry and a passion for leading teams and helping designers grow. I also have a thing for spotting edge cases and inconsistencies.


Design is creative problem solving within constraints.

Me

With empathy and leadership, I encourage people to grow their talent in the user experience design field. I enjoy mentoring, empowering, and developing creative problem-solving people. Providing supportive and constructive feedback at all times.

I help design teams grow their skills and deliver functional, accessible, and user-centered digital products. I am passionate about closing the gap between design and development, and establishing a strong collaborative design practice.

I listen, analyze the current state of design operations, ask (a lot of) questions, and collaborate with cross-functional teams.

Curious to learn and eager to share knowledge always with a positive attitude.

Talk to me about

Design operations, Design leadership, and management, Design processes and workflows, Design Systems, Systems of systems, User experience design (UX), Interaction design (IXD), Information architecture (IA), Usability testing, Accessibility design standards, Web & mobile design patterns, Documentation writing for components APIs, design patterns and components usage guidelines, Visual and graphical recording.

My process

Listen and scope

  • Understand what it is that we are solving. Make complex problems clear.
  • Consider what was done before and what did we learn. Focus on the main goal and issue to face today.

Design and plan

  • Consider all design solutions that could solve that problem. Iterate and improve quality by throwing away.
  • Layout the pros and cons identify edge cases, and loop wholes of each potential scenario.
  • Maintain a balance between business priorities, end-user impact, development effort, time to market, and potential consequences of each scenario.
  • Design with diverse perspectives and cross skills collaboration. Learn, teach empower people to grow.

Prioritize and deliver

  • Bring an impact where it matters.
  • Convey clear direction and vision for a buildable, maintainable, and easy to roll back solution. Keeping in mind team efforts, design, code, and industry best practices.

Reflect and change

  • Plan for evaluation and reiteration from day one.

What they say

2020

Nadia is an extraordinary Experience Designer and mentor. 
During my time at Rydoo I had the privilege of reporting to her as my manager (Head of Product Design). She represents an image of maturity and confidence in making design decisions. I highly appreciate the impact she made by introducing a user-centred approach in developing the product. She advocated for user research and built design awareness in the company.
 She shared her knowledge through a mentoring program, where she motivated the team to set career goals and improve in their areas of interest. She is a role model - an inspiring leader, helping other designers flourish.

Product Designer at Rydoo

2020

Nadia is truly a one-of-a-kind user experience leader - the one with a great deal of knowledge, who empowers her team with freedom in their work above all else. Her experience and support helped me become a stronger researcher and was pivotal in helping establish a better UX at Rydoo. Nadia always did an amazing job striking the right balance between big picture thinking and attention to detail. She leads her team by balancing high performance expectations with a strong investment in coaching and mentoring which starts with open communication. I highly recommend Nadia to any leadership role in user experience and design!

Senior Product Designer at Rydoo

2019

Working with Nadia was fantastic. She is a great UX designer always keeping focus on what’s best for her users. On top of that, her smile and positive attitude brighten everyone’s day. It’s hard to stay in a bad mood with Nadia around. Thank you for helping us build the AWS Design System, Nadia!

Senior Manager at Amazon Web Services

2019

Nadia’s “sky’s the limit” imagination combined with her pragmatic approach and process allows her to tackle the most complex design problems with ease. It has been an absolute pleasure working with Nadia for over two years on the AWS Design System. She had such a positive impact on our team and product that reached far beyond the countless design patterns that she contributed to the system. She continuously raised the bar of the entire team’s work by asking thoughtful questions, always following through, and mentoring multiple team members along the way. Any team would be lucky to have such a passionate, talented, and observant designer such as Nadia on board.

Design Technologist at Amazon Web Services

2016

Nadia is a really smart UX designer with a great sense of what works and what doesn't. She did an awesome job collaborating very closely with both iOS and Android developers on our team, and without her reactivity and patience, we would never had gotten both of our apps off the ground in such a short timeframe. Add to that the fact that she's very nice to hang around and work with, and you've got your perfect designer team mate. I really enjoyed working with her and I really hope we'll have other opportunities to work together.

VP Engineer at Take Eat Easy

2015

I worked with Nadia for close to two years. In those two years, I’ve seen her not only excel at tackling UX problems –but also show exceptional leading and managerial skills in her role. That's one of the things that's so remarkable about Nadia. She demonstrates not only mastery for design, but also the ability to learn and take on new projects that are both difficult and critical. This rare mix of creativity and pragmatism sets Nadia apart, and explains why it's an indispensable member of any team. While Nadia's working skills will impress you, it's her warm and zestful character that makes everyone love working with her.

Human centered designer at Namahn

Curiosities

📍 Currently based in Belgium, I have lived in 5 different countries so far.

🍺 Craft beer geek.

📚 Owner of 700+ books. Mainly comic books, UX reference bibles, society essays, art and illustration, and occasional novels.

🎨 An artist by night, I paint watercolor and ink illustrations.