Meet Our Designer Series — Alicia Gomez-Tapias
Hello everyone! I am Veron, the Head of Design at Accurx. In our first “Meet Our Designer” series, I had the pleasure of sitting down with Ali, one of our Senior Product Designers here at Accurx Design Community. Originally from Spain, Ali has been entrenched in the vibrant design scene of London since 2012. Over the past decade, Ali has had a fascinating design journey with many early-stage ventures to scale up. From collaborating with Founders to bring their ideas to the market to being the first designer in a 5-person startup, now Ali is with us at Accurx, alongside 15 other designers at the Design Community.
During our conversation, Ali shared reflections on her experiences and insights from navigating the dynamic landscape of design careers in a new city and amidst the ever-evolving dynamics of various early-stage companies.
Veron: Could you start by giving us an overview of your design career here in the UK?
Ali: Sure. When I first arrived in London, I landed a designer role in a startup called Onfido that provides identity verification services. I was the fifth employee and their first designer, focusing on graphic and visual designs. My main task was crafting investor decks to instil confidence for the company and drive growth. During four and a half years, I transitioned into product design, taking a course at General Assembly to hone my skills. Then came my time at Founders Factory, where I collaborated with founders to shape MVPs and test the waters for new ventures. Following that, I joined one of the startups I helped incubate at Founders Factory. Hammock was a financial service for landlords, offering a platform to streamline their finances and operations and was there for a year, I moved to CharlieHR, an HR software company catering to small businesses. After that, I looked for a new challenge, then I joined Accurx, where I’ve been enjoying working with a diverse team of designers and larger-scale projects.
Veron: With your extensive experience in startups and working closely with founders at Founders Factory, it’s clear that change is a constant in your journey. Managing this frequent flux must have its challenges. How do you handle change, especially in the dynamic environment of early-stage companies?
Ali: Oh, absolutely. Dealing with uncertainty and embracing failure is part of the course in the startup world. It can be nerve-wracking not knowing if our efforts will yield success. But when they do, and we receive positive feedback, it’s incredibly rewarding. One thing that eases the process for me is the nature of digital products. Unlike the days of graphic design and printing, where errors were costly, digital allows us to adapt and refine on the fly. Testing, gathering feedback, and iterating are key components of our process. I’d say embracing change and being open is essential. Sure, it’s tougher in a small startup, especially when resources are scarce, but it’s all part of the journey.
Veron: You have took the leap to join an early-stage company in London back in 2012, especially with so many new experiences unfolding for you, new city, new life etc. If you could go back in time and offer advice to your younger self when you first started as a designer for that startup in 2012, what would you say?
Ali: Hmm, that’s an interesting thought. I’d probably encourage myself to ask more questions and not simply follow directives blindly. Communication was a challenge for me when I first arrived in London, given my limited English at that time. I tended to follow instructions without fully understanding the reasoning behind them. It’s crucial to understand deeper into the “why” behind our actions and the problems we aim to solve. This principle applies not only to product design but also to graphic design and every other aspect of work. Asking questions and grasping the context is essential.
Veron: Sure. It’s about finding purpose and understanding the rationale behind our tasks, rather than just executing them as being told. As designers, having a sense of purpose fuels our motivation and drives us to create meaningful work, no matter how small the task may seem.
Veron: Your peer feedback speaks volumes about your ability to build strong relationships with colleagues across various disciplines. For those who are new or interested in working in Product teams, bridging the gap between different professional backgrounds can be quite challenging. Can you share some insights on how you’ve managed to build trust and connect with team members from diverse backgrounds?
Ali: Of course. One valuable lesson I’ve learned is the importance of sharing thoughts and designs early in the process. Initially, I hesitated to share my designs, fearing that I should have all the answers as the designer. However, I’ve come to realise that every team member brings a unique perspective to the table. I actively seek input from others because their diverse viewpoints offer fresh insights and solutions. As a designer, my role is not just about crafting designs but also about listening and understanding the perspectives of my colleagues. By gathering input from different roles, we can create more meaningful designs and ensure everyone feels involved and valued.
Veron: Have you faced challenges where the team felt in some process Design input is not needed? How do you navigate such situations, particularly when you’re the sole designer in the team?
Ali: Absolutely, understanding the user’s needs is key, and as designers, we’re their voice in the development process. When I am in a team where others have the perspective that design input might be unnecessary, I always remind them about the user. What will they do if we don’t prioritise the user experience? How will it impact their experience? By framing the discussion in terms of user needs and the overall impact on the business, we can engage product managers and engineers more effectively. It’s about painting the broader picture and emphasising the significance of design in shaping user experiences and driving business success.
Veron: It’s impressive to see how most of the advice you gave and insights you shared are around your soft skills, influencing others to drive design impact. As a senior designer now, what areas of training and development are you focusing on to further enhance your skills?
Ali: One aspect I’m keen to develop is public speaking. Communication was a challenge for me when I first arrived in London, and I’ve worked hard to improve it over the years. Now, I’m eager to push myself outside my comfort zone and share my insights with a broader audience. I’m immersing myself in learning about service design to grasp the holistic view of the end-to-end user experience. This knowledge, especially on business models, marketing, and investment, gained during my time at Founders Factory, has been invaluable. It’s essential for me as a designer to understand not just the user’s needs but also the broader context within the company.
Veron: Yeah, I completely agree with that. Public speaking skills are great skills for designers, as communication plays a crucial role in our field. Storytelling, in particular, has the power to not only convey complex information but also to engage others and take them on a journey with us. My last question is about advice to any designer out there who might be new and want to get into the field of product design. You have been part of the hiring panel in the last few months in reviewing portfolios. So, I’d love to hear your thoughts on what makes a standout portfolio.
Ali: Portfolios often showcase prototypes and designs, but what’s truly valuable is the narrative behind them. I look for designers who can articulate the impact of their decisions, detailing the feedback received and the adjustments made during testing. It’s not just about presenting polished work; it’s about acknowledging the iterative nature of design. I value how candidates communicate and collaborate with their colleagues, demonstrating a holistic approach to their work. Understanding the broader context and how their designs align with business objectives is key.
Veron: Fantastic! Stepping out of your comfort zone, considering the broader context, communicating your work early, and embracing uncertainty — these themes encapsulate our discussion today. Thank you so much for your time; I thoroughly enjoyed our conversation.
