Senior UX/UI Designer · London

Design that Thinks.

I craft digital interfaces where clarity meets intention — from first sketch to final ship.

View Selected Work
8+
Years
42
Projects
12
Clients
Selected Work

Recent
Projects

A curated selection spanning fintech, SaaS, data tools, and consumer commerce.

Helios Banking mobile app interface showing transaction dashboard
01 — 2024

Helios Banking

End-to-end neobank mobile app redesign. Simplified onboarding lifted user retention by 34% in six months post-launch.

Mobile App Fintech iOS · Android
View case study
Forma design system component library in Figma
02 — 2024

Forma System

200+ component library now used by 12 product teams across four product lines.

Design Systems Figma
View case study
Cartograph data visualisation dashboard
03 — 2023

Cartograph

Data visualisation platform redesign. Complex analytical workflows made legible for non-technical stakeholders.

SaaS Data Viz
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Arca luxury e-commerce mobile and desktop experience
04 — 2023

Arca Commerce

Luxury e-commerce experience rooted in editorial narrative. Conversion-focused without sacrificing brand prestige.

E-commerce Responsive Luxury
View case study
What I Do

Services that move products forward

I work with founders, product leads, and agencies to design digital experiences that earn trust — and keep it.

01

Product Design

End-to-end product design from discovery through launch — wireframes, high-fidelity UI, and collaborative handoff. I stay close to engineering so design intent survives shipping.

UX Research Wireframing UI Design Handoff
02

Design Systems

Scalable, documented component libraries that enable teams to build consistently at speed. Built in Figma with design tokens, documented in Storybook.

Components Figma Tokens Storybook
03

UX Strategy

User research, journey mapping, and information architecture. Answering the hard "why" rigorously before committing to any "what."

Research IA Journey Maps
Testimonials

What clients say

"Valentina didn't just design screens — she redesigned how our team thinks about users. The Helios project was a turning point. The clarity she brought to every decision raised the bar for everyone."

Marcus Tan
CTO, Helios Financial

"Working with Valentina on Forma was transformative. She built something 12 product teams actually want to use — which, if you've tried to get engineers to adopt a design system, you know is no small feat."

Sarah Osei
CPO, Forma Labs

"She asked the questions we didn't know we needed to answer. The strategy work alone was worth the engagement — but seeing it ship as a product our users genuinely love? That's the full package."

Liam Nakamura
Co-founder, Cartograph
Design workspace with sketches and digital tools
Open to projects
About

Design is a conversation, not a deliverable.

I'm Valentina Cruz, a senior UX/UI designer with eight years helping digital products earn and hold user trust. I've worked with seed-stage startups finding their first foothold, and established companies navigating complex redesigns under real constraints.

My process is collaborative and research-led. I believe the best design decisions come from a rigorous understanding of the problem — and the courage to challenge assumptions, including my own.

Figma Framer Principle User Research Prototyping Design Tokens HTML & CSS Accessibility Storybook

Let's make something worth remembering.

Available for freelance projects, consulting, and long-term engagements.

Get in touch