Joana Santos

I'm a Senior UX/UI Designer based in Amsterdam with 8+ years of experience across e-commerce, enterprise software, IoT ecosystems, and healthcare. My work has always been UX-first — focused on user behaviour, measurable outcomes, and the strategic decisions that shape both.

That focus on outcomes is what drives my interest in design strategy. Good design isn't just about how something looks or works in isolation — it's about whether it moves the right numbers for the right reasons. That's the question I come back to on every project.

I'm most useful in the early, messy phase — when the problem isn't fully defined, when stakeholders have conflicting ideas about what success looks like, and when user behaviour suggests the brief needs to be rewritten. The design that follows is sharper for it.

What's stayed constant: the belief that good design is the part that doesn't call attention to itself.