Alicia Fernandez

Lead Service Designer

Alicia is an experienced service designer with over 10 years of expertise and a Master's in Interaction Design from Goldsmiths University. She specialises in leading projects within the government and financial services sectors, employing a user-centred approach to deliver innovative and impactful solutions.

Alicia is a human-centred designer with over a decade of experience in the field. She excels in translating insights into actionable ideas and developing those ideas into high-fidelity prototypes using service design methods and design research tools within Agile frameworks. Alicia is known for her ability to create innovative and intuitive user experiences that address complex challenges.

Alicia is deeply committed to designing for vulnerable users, including those with intersectional identities. She is passionate about creating inclusive services that address their unique needs and is dedicated to managing bias not only in her work but also in the world, recognising that vulnerable intersectional users often suffer the most from these biases.

A forward-thinking professional with a keen interest in designing the future, particularly in the realm of AI, Alicia focuses on creating services that seamlessly integrate human and digital agents, with a strong emphasis on AI ethics. Her ultimate goal is to enhance the human experience by leveraging technology to its fullest potential.

Alicia is committed to advancing the field of design thinking through open methodologies that address complex issues comprehensively. She believes in the power of technology to build a brilliant future and is relentless in her pursuit of excellence in service design.