Danaë designs friendly products for people everywhere.

Currently at British Airways, previously at Amazon.

Design Systems @ British Airways

Consistency and efficiency are key priorities at British Airways, especially across a complex ecosystem of digital products used by our customers. With BAgel, I’ve worked on evolving and maintaining a design system to support the needs of product teams.

This case study is coming soon! In the meantime, check out what I was up to before joining the design systems team, below.

Help Centre @ British Airways

Self-servicing and customer engagement are both top priorities at British Airways, evidenced though their site which features all the tools required to book a trip from the beginning to the end of a user journey. The Help Centre was created to reduce the load on agent intervention and to continue the pattern of self-servicing.

Document Portals @ Amazon PXF

I worked as a UX Designer for the People eXperience Foundation (PXF) department at Amazon which manages the design and development of internal Amazon products for employees. As these are internal Amazon products, and due to my NDA, I am unable to share any specific details about my project to the public. If I have provided you with a password to enter this section of the site, please use it here.

LisaGirl E-Commerce App

An eCommerce platform where you can find inspiration, build your own style, and shop your finds. Customer engagement is a top priority for LisaGirl but is poorly reflected in their product usability. I created this case study to improve the UX, UI and branding of LisaGirl.

MDAT @ University of Liverpool

The Malawi Development Assessment Tool (MDAT) is a simple-to-use, adaptable tool used to assess brain development in young children living in low-income settings. The website for this tool lacked user friendly features such as a structured, coherent information architecture and page layout.

About

I’m Danae, a digital designer with 4+ years of experience, on a mission to create meaningful experiences that make life easier.

I’m based in London, though I am often not here as I love to explore new destinations. For the last 6 months, I have been working on the Design Systems team for one of the world’s biggest airlines, British Airways, creating accessible components and improving processes for product designers on my team. Before this, I led end-to-end design processes for the Help Centre product that focused on providing customer care, FAQs, and chatbot processes.

Moreover, I worked as a UX Designer at Amazon, designing internal products within the People eXperience Foundation. More specifically, I worked on making employees’ lives easier by creating usable, functional document portals.

Before entering the digital design world, I was building user experiences in a much more tangible way as an assistant psychologist in practical and research settings. I am an endlessly curious individual who is always eager to discover more about the world and make a positive impact.

  • Sept 2024 - Present • London

    • Design and deliver high-fidelity components and patterns in Figma while adhering to established design guidelines.

    • Collaborate with other in-house and agency designers and developers to ensure seamless implementation of design system components into products.

    • Conducted peer reviews on product designs to maintain consistency with the design system's visual and interaction standards.

    • Assisted in the documentation of design system guidelines, including usage examples, best practices, and design principles.

    • Supported accessibility efforts by ensuring components meet standards like WCAG 2.2.

  • May 2023 - Sept 2024 • London

    • Led end-to-end experience of Help Centre - a new help experience shipped on ba.com achieving a 24% engagement increase and 55% less abandonment rate compared to the pre-existing product.

    • Led collaboration with cross-functional teams to ideate and create new features in an unprecedented product area within BA.

    • Worked closely with POs to identify and prioritise opportunities and define long-term roadmap aligned with BA’s business priorities

    • Worked closely with the design system team to contribute to components and patterns for BAgel DS.

  • Jul 2022 - Dec 2022 • London, Edinburgh

    • Led the end-to-end design of DocGen - an internal document generation portal within Amazon PXF and launched two iterations to 80 countries in 3 months.

    • Successfully designed multiple end-to-end Native and Web-based experiences within the document product space in 6 months

    • Worked closely with cross-functional teams under strict deadlines and ambiguous circumstances to launch the product within Amazon’s internal space.

    • Worked closely with visual designers within Amazon’s internal design system to introduce new components and pattern libraries

  • Sep 2021 -Jun 2022 • Remote, UK

    • Successfully led the restructuring of the MDAT website - a psychological assessment tool to assess brain development in young children at the University of Liverpool.

    • Performed a UX audit and improved existing product IA to reduce bottlenecks on key user journeys, resulting in a ~35% increase in engagement.

Getting personal

When I'm not working, you can find me trying out new food spots, taking pictures with my camera or watching the latest movies at the cinema.

  • Currently planning some interior design projects!

  • Currently reading ‘Gone Girl’

  • Currently watching ‘Black Mirror S7’

I love having hobbies and trying out new activities. My current infatuations are tennis and pottery.

Want to work with me or discuss whether Ross and Rachel were really on a break? Send me a message on LinkedIn or email me directly at danaenestorides1302@gmail.com

Skills that pay the bills

User Experience Design

Visual Design

User Research

High-Fidelity Prototyping

Accessibility

Creative Problem Solving

Design Systems

Storyboarding

Documentation

Workshop Facilitation

Illustration

Mentoring

Looking to receive 1:1 mentoring for your design work?

Over the years, I’ve mentored several people who have gone on to land their first jobs in UX or switch careers entirely. Maybe you’re looking for feedback on a resume or portfolio, or maybe you’re just looking to make a friend in the industry. Either way, I’m always here to help!