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Frances Eida

Experience Lead

I design the digital bits of life so the non-digital parts can benefit too.

Whether in-house or at global agencies big or small, for over 20 years I've designed through change. Technology and culture has evolved and my valuable experience across sectors informs me everyday.

Making life easier; everyone wants some of that right? Whether a new design, process or product, I facilitate at every level from the C-suite to shop floor, so that I deliver relevant and useful solutions for people (not users), who will continue to engage.

The most successful constant throughout my career is data. My use of user research provides the right lens to approach a brief to balance business and customer needs.

I'm hands-on leading design, who even on a Monday is positively charged towards collaboration and innovation (I may contain caffeine), and should a project ever dare to stray from a 'happy path', my experience allows me to focus on delivery, be resourceful, stay supportive and value my project manager!

You may see me soon representing Webcredible at conferences such as UXD Healthcare. I relish being a coach too, I learnt from amazing colleagues myself over the years and still am! It's a great reminder for me of how much I've achieved and how I plan to develop further.


Frances on the web

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This approach balances user and commercial needs and has also won over clients to the value of research led user-centric design.

Frances has been busy recently...

  • Brompton

    User-centred website redesign drives international growth for iconic brand

  • VoucherCodes

    User experience transformation embeds user-centred practices into design process

  • easyJet

    Rapid user-centred design helps to create best customer help site in the world

  • NEST

    Rapid website redesign manages to make pensions clear and inspiring

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