Sabrina Duda

Head of Insight

Sabrina Duda has over 20 years of experience in UX and earned her MSc in Psychology at Humboldt University in Berlin, Germany, where she specialised in Engineering Psychology and Cognitive Ergonomics. Sabrina co-founded one of the first UX agencies in Germany – eye square – and served for over 12 years as a managing director and partner. In the UK, she has worked as Head of UX, Principal UX Researcher, and Senior UX Researcher for various public and private sector organisations, both client and agency side.  

As Head of Insight at ExperienceLab she is leading a team of researchers and working closely with the design team on industry and government projects spanning from discovery research to iterative concept and prototyping testing. She is passionate about integrating user needs into the product development process from the start and a strong advocate of the Government Digital Service Design approach. 

Together with the Head of Design she is working on the value proposition for ExperienceLab and improving ways of working – putting the team first.  

Outside interests:  

Sabrina enjoys going to UX conferences, and frequently speaks and writes about UX. She has published around 30 articles, co-authored a UX textbook and spoken at many international conferences (see full list of publications here or take a look at ResearchGate). She is an active mentor on ADP List 

She loves music and dancing, going to festivals, design and art, and regularly visits the gym. 

Read Sabrina’s latest blogs:

Sabrina Duda