About me
Hi, I'm Oona, a Franco-Irish Service Designer and
Design Researcher with international experience across finance, insurance, and telco.
I’m passionate about design advocacy and strategy, with a focus on optimising services through research-informed insights—whether shaping investment products in the UK, or refining insurance claims communication in Canada.
Professional experiences
2025 | Design Researcher, Edinburgh, Scotland
Lloyds Banking Group - Investment & Pensions
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Led end-to-end research shaping pension and investment platforms for 10M+ users, including the transition of 43,000+ schemes to a unified digital hub.
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Standardized research practices across lifecycle stages, improving reporting consistency and alignment with product, design, and engineering teams.
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Mapped complex user journeys and facilitated cross-functional collaboration, influencing quarterly planning and high-impact opportunity prioritization.
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Applied ethnographic methods in sensitive areas and delivered 70+ interviews and workshops with customers and stakeholders.
2024 | Service Design, Montréal, Canada
Intact Insurance
Conducted an end-to-end project to optimize the auto claims communication journey.
• Mapped the current state.
• Facilitated 4 stakeholder workshops & ran four bilingual co-creation sessions.
• Conducted 20+ user interviews.
Led a research pilot to adapt insurance products for newcomers in Canada.
• Conducted competitive benchmarking, surveys, and user interviews.
• Identified service gaps.
• Presented findings and recommendations to senior leadership.
2022 - 2023 | UX design, Cologne, Germany
Sensity, digital consultancy
Delivered UX research and design for a range of clients, including Deutsche Telekom and ABB.
• Collaborated with multidisciplinary teams.
• Conducted competitor analysis.
• Created wireframes and prototypes.
• Led user research and testing.
Impact
North star pension hub
Led the North Star project to unify the company’s workplace platforms into a single hub.
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Transitioned from costly legacy platforms to scalable, modular systems serving 3M+ members.
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Boost scheme retention while lowering platform maintenance costs.
Contribution journey optimization
• Redesigned the contributions-upload platform for payroll managers, supporting 19,900+ monthly logins and 15,500 payment uploads across legacy systems.
• Achieved a 90% reduction in user errors during the data upload journey.
Investment feature overhaul
Improved investment tracking feature for increased transparency & usability across app and web.
• Delivered platform enhancements for 3.8M migrated customers and 586K+ active app users.
Projects & volunteering
2022 - to present | Audiovisual team lead
Service Design Global Conference - Worldwide
Ensuring seamless and swift delivery of visual assets for the events (photos, promotional videos and interviews).
2024 | Conference Speaker
Service Design Global Conference 2024
Talk subject: Cultivating Cultural Impact: Crafting Services for Scalable Success.
2022 - 2023 | Speaker experience team
SDN Young Talent Conference 2023
Crafting strategies to elevate presentation impact and audience engagement.
Methods
End-to-end experience design
Proven ability to create and embed experience design capabilities, including personas, journey maps, and service blueprints.
Strategic research implementation
Proficient in managing the research process and implementing design strategies that meet business goals while enhancing the end-user experience across physical and digital touchpoints.
Stakeholder partnership & engagement
Experienced in securing stakeholder buy-in through effective communication with various levels of management, including senior executives and industry partners.
Customer lifecycle management
Well-versed in creating and shaping customer journeys with a customer-centric mindset.
Business & data-driven decision making
Skilled at aligning business needs with data analytics and testing to measure & optimize design impact.
Skills
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Figma
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HTML/CSS
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Airtable
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They Do/Smaply
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UI/UX TOSA Certification
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Photography/Videography
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Adobe Suite
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Excel
Education
2020 - 2025 | Service Design
GSA (Scotland), KISD (Germany), POLIMI (Italy)
Masters in Service Design (MEDes)
2016 - 2019 | Product and Graphic Design
Duperré School of Art, Paris, France
Bachelor degree in Visual Communication.