About Sofia
I partner with organisations to navigate uncertainty and complex ecosystems. From spotting white spaces for innovation, to developing value propositions that fit real market needs, to building services that users engage with, adopt and stick to in the long run.
Portuguese
Native or bilingual
English
Native or bilingual
Spanish
Native or bilingual
French
Conversational
Catalan
Basic
Can work on-site
London (up to 30km)
Experience
- Lifted Studio,UX Strategy, Service Design & Insights DirectorJanuary 2026 - Today (5 months)Independent consultant. Offering UX Strategy, Service Design, and User Research services. Designing products and services from concept to implementation, working in partnership with leaders, and high-performing cross-functional teams.
- frog DesignDirector, Service Design & User Experience StrategyCONSULTING AND AUDITSJune 2019 - December 2025 (6 years and 6 months)London, United KingdomLeading cross-functional teams of designers, copywriters, technologists and strategists to deliver work in B2B and B2C environments. Managing stakeholders and bringing them into creative settings to collaboratively improve existing experiences (products and services) or completely reinventing them with a user and stakeholder-centred and inclusive lens. Stakeholder and teams' coaching and hands-on project execution. Selected projects:
- NatWest Bank - Redesigning the enablement journey for existing large corporate customers accessing the bank's markets side products, specifically: FX Forwards & Investment Rate Swaps.
- LEGO - Defining the future KFOL (Kids Fans Of LEGO) digital experience - connecting kids deeper with the brand and increasing engagement with LEGO digital platforms.
- Sanofi - Creating the service ecosystem strategy to support patients in their journey from prescription to adherence with a specific molecule.
- Elekta - Leading a 3-year program to define the future patient centred experience for cancer treatment. Creating a more human experience for patients and HCPs while optimising the HCP's workflows, simplifying their experience, creating higher efficiencies and increasing the acceptance of Al generated insights to support them.
- NHSX - Designing and testing an over-the-counter medicine tracker service.
- AstraZeneca - Understanding HCPs' needs and creating a strategy to support them in making better decisions when choosing hospital- administered antibiotics.
- frog DesignLife Sciences Lead for frog UKApril 2024 - August 2025 (1 year and 4 months)London, United KingdomLeading the frog Life Sciences team and practice. Owning the PNL.
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Education
- Strategic Management Executive ProgrammeSaïd Business School, University of Oxford2024Grade: 83,2% and 100% in final assignment Oxford Strategic Management Executive Programme comprising modules in: - Executive Leadership - Executive Finance - Executive Strategy Final assignment: The future of MedTech, a strategy playbook. Skills: Communication, Business Analysis, Financial Analysis, Leadership, Strategic Analysis, Business Strategy.
- Management Development Programme, Business StrategyLondon School of Business & Finance2018
Skill set
Categories
- Other