Craft
Leadership
Organisation
Ocado Technology
Design Leadership
I truly believe that management — whether in UX, engineering, or data — is about human connections. It’s about caring for your team, building trust, and helping individual contributors grow into the best versions of themselves.
I joined Ocado Technology as a UX Designer, progressed to Senior, and eventually built my own UX team from scratch. What started with me alone in Barcelona grew into a team of 10 talented UX designers across Barcelona, London, and Wroclaw–Kraków. While remote management comes with its challenges, regular check-ins, thoughtful reviews, and shared moments beyond work made collaboration feel natural and strong.
Over my five years leading the team, we used Peakon to track employee satisfaction, and my engagement score has consistently stayed above 8. Numbers don’t tell the whole story, but I’m genuinely proud of what we built together — as a team and as people.
Design led by vision
During my 10 years at Ocado, I spent five of them leading a team of UX designers. Throughout that time, I grounded my leadership and decision-making in a clear set of UX design principles. While those principles evolved over the years, the goal was always the same: creating the best possible shopping experience.
Ecommerce shopping is rarely straightforward. We had to balance real-world constraints, business realities, and very human customer preferences. One of the most valuable things I learned was how to manage UX expectations while staying close to the everyday struggles people face when shopping online.
What helped us stay focused was having a clear vision of where we wanted the experience to go. That future path acted as a compass, guiding decisions even when trade-offs were unavoidable.
Learning by exploring
As a lead and manager, I’ve always encouraged experimentation and creating from the simplest sparks of inspiration. That mindset is what led me to sponsor Hack UX Days — a hackathon-style initiative for UX designers, focused on the hottest topics we were dealing with in our day-to-day work.
During these sessions, the team explored themes I proposed with no constraints: no deadlines, no technical limitations, just curiosity and ideas. It was a safe space to push boundaries, challenge assumptions, and see how far we could go when creativity was truly free.
Those explorations directly influenced future homepage iterations and reshaped how we thought about our Front of Pack (FOP) features. More importantly, these creative days helped us better understand our own capabilities, stretch our creative limits, and show up as the best versions of ourselves.