Nina Israelsen
@ninaisraelsen
Senior Product and Service Designer with experience delivering end-to-end digital products across healthcare, insurance, government, ecommerce
What I'm looking for
I lead and actively execute the full design process, combining UX design, user research, service design, UX strategy, and product strategy. I specialise in complex SaaS platforms, problem solving, generating USP and innovation. Skilled in collaborating with cross-functional teams to design inclusive, compliant and accessible (WCAG) experiences that align with both user needs and business objectives. I have led projects and mentored designers, researchers and product managers in UX and product design.
KEY IMPACT
Designed a greenfield healthtech innovation recognised with two government innovation grants, endorsed by doctors and recommended by medical staff to patients
Secured six regulatory accreditations including NHS Digital and WCAG for a clinical app
Led large research project in healthtech company, analysed 12,000+ qualitative insights and designed USP that was implemented as central to company strategy
Delivered end-to-end service design for a greenfield national data-sharing platform — including blueprints, journey mapping and system design — serving 2M+ users and 18,000 datasets
Co-authored the GLA UX Playbook, setting UX design standards and research practices at national government level
Transformed code into interfaces, saving an estimated $7M per week in faster time to market
Delivered conceptual design that resulted in a new loyalty programme and department
Delivered UX improvements increasing client ROI significantly, businesses expanded storage and hired additional staff
Experience
Work history, roles, and key accomplishments
Senior Design Consultant
Liberty IT
Sep 2025 - Present (8 months)
Redesigned a developer-built insurance SaaS platform into a more usable product by converting complex code into integrated interfaces. Conducts user research and iterative prototyping to validate decisions with technical users and improve AI orchestration accuracy and reduce process errors.
Senior UX Designer and Service designer
Mayor of London
Aug 2024 - Present (1 year 9 months)
Leading end-to-end design and research for a national SaaS platform serving 2 million users and 18,000 datasets, ensuring secure, compliant access under complex regulations. Co-writer of a UX Playbook, mentoring team members, and facilitating workshops. Planning strategies and user research, delivering analysis, journey maps, and reports.
Senior UX & Service Designer
Mayor of London
Aug 2024 - Sep 2025 (1 year 1 month)
Led end-to-end UX research and design for a national data-sharing SaaS platform serving 2M+ users and 18,000 datasets. Delivered workshops, journey mapping, and heuristic evaluations while ensuring secure, compliant access across regulated frameworks.
Senior UX & Service Designer
Mayor of London (GLA)
Aug 2024 - Sep 2025 (1 year 1 month)
Led end-to-end UX research and design for a national SaaS platform serving 2M+ users and 18,000 datasets. Ensured secure, compliant access across complex regulatory frameworks and co-authored the GLA UX Playbook to set organisation-wide UX standards.
Senior Product Designer
Direct Ferries
Dec 2023 - Jul 2024 (7 months)
Leading UX/UI design initiatives in check out, collaborating closely with 10 developers, QA (quality assurance), cross-functional teams, customer support, marketing and product managers. Ideate and design improvements and deliver presentations to stakeholders. Mentoring senior stakeholders in user research and UX Design. Leading research projects, executing various research methods
Senior UX designer
Creative Navy
Jan 2024 - May 2024 (4 months)
Collaborated as part of a six-member design team on a project with Creative Navy, within the context of King's College London
▪ The entire team worked end-to-end on healthtech project, which include user research, ideation, sketching, wireframes, prototyping, UI
design and presentation
Senior Product Designer
Henry Schein
Dec 2022 - Jun 2023 (6 months)
Led a comprehensive research project, delivering findings and recommendations involving 30,000 users. Conducted user interviews and visited dental practices. Enhanced UX/UI design of live product. Utilised design systems and created design components. Collaborated with global teams in an agile cross-functional environment in 6 countries.
Senior Product Designer
Hurtigruten
Jul 2022 - Dec 2022 (5 months)
Designed conceptual website and app for internal loyalty program pitch. Designed UX/UI improvements on the live products, achieving an 80% conversion increase. Mapped out booking site to identify flows and IA (Information Architecture). Collaborated internationally in agile cross-functional teams. Utilised design system.
Senior UX/UI Designer
Hurtigruten
Jul 2022 - Nov 2022 (4 months)
Delivered UX/UI improvements on a live travel booking product, contributing to an 80% increase in conversion. Created conceptual design for a loyalty program that led to the formation of a new team and product.
Senior UX Designer
DocComs
Jan 2022 - Jun 2022 (5 months)
Redesigned a complex medical start-up as the sole designer. Introduced new architecture, enhancing user experience and user interface on live product. Developed style guides and design systems for consistent visual identity and user experience across application. Collaborated with a compliance officer to secure six accreditations, including NHS Digital (National Health Service) and WCAG (Web Conte
Project Lead
Almedo Ltd
Jan 2016 - Jan 2022 (6 years)
Founder and designer of start-up. Multilanguage reminder app to enhance the quality of life for families and children. Led end-to-end design and launch of the product. Conducted comprehensive user research projects (qualitative & quantitative) and actively did ideation, UX design, interaction design, sketching, wireframing, UI design, prototyping and testing of the app. Collaborating with external
Lead Designer
Almedo
Jan 2016 - Jan 2022 (6 years)
Designed and launched a multilanguage productivity app that achieved 5-star App Store ratings. Led the full project and collaborated with agencies across Europe and Asia.
Project Lead
DANI NOVA
Apr 2010 - Jan 2016 (5 years 9 months)
Creative innovator and designer of greenfield health app to improve quality of life and reduce risk of serious illness. Led and actively performing end-to-end design process, such as user experience design, user research, user interface design, prototyping and information architecture. Conducted national and international user research using field studies, observations, usability testing and inter
Lead Designer
Dani Nova
Jan 2010 - Jan 2016 (6 years)
Founded and designed a greenfield health app recognised with two Danish government innovation grants. Conducted national and international user research and collaborated with doctors, patients, and Danish Ministries to deliver an app endorsed by healthcare specialists and recommended to patients.
Design Consultant
I-DESIGN
Apr 2002 - Jan 2016 (13 years 9 months)
Responsible for client meetings, design (UX/UI) and collaborated with external companies. End-to-end design process, encompassing wireframing, ideation, prototyping, and conducting user research. Experienced in collaborating with clients across different industries and sizes, including e-commerce, associations and clinics. Held workshops for clients in UX/UI design principles and guest instructor
Education
Degrees, certifications, and relevant coursework
Maynooth University
Master of Science, Design Innovation
Grade: #
Activities and societies: Service design, innovation, presentation, ideation
Master of Science in Design Innovation.
IBM Corporation
Professional Certificate, Artificial Intelligence / Design Thinking
Grade: #
Activities and societies: AI applications · AI ethics · Artificial neural networks · Chatbots Deep learning · Machine learning · Natural language processing · Watson Studio
Completed IBM Artificial Intelligence Fundamentals (6-course series) and IBM Enterprise Design Thinking certificates.
King's College London
Postgraduate Certificate, User Experience Design
Grade: Distinction
Postgraduate certificate in User Experience Design awarded with Distinction.
Northern University College
Advanced Diploma, Computer Science
Grade: #
Activities and societies: Programming, development, design, usability, user experience, software engineering, organisation, Design patterns
Advanced diploma in Computer Science completed as a 2.5-year full-time programme.
UX Design Institute (Glasgow Caledonian University)
Professional Diploma, UX Design
Professional Diploma in UX Design delivered by the UX Design Institute in partnership with Glasgow Caledonian University.
Interaction Design Foundation
Professional Certificates, User Experience Design
Completed multiple Interaction Design Foundation courses including AI for Designers, UX Management, Usability Testing, and Mobile UX.
Falmouth University
Postgraduate Certificate, User Experience Design
Postgraduate Certificate in User Experience Design covering UX principles and practical methods.
Interaction Design Foundation
Certificate, User Experience and Interaction Design
Completed multiple Interaction Design Foundation courses including Artificial Intelligence Fundamentals, User Research – Methods and Best Practices, UX Management: Strategy and Tactics, Dynamic User Experience, Web Design for Usability, Conducting Usability Testing, Mobile User Experience, and UX Design Circuit.
General Assembly
Certificate, User Experience Design
Completed General Assembly coursework related to user experience and practical UX design skills, including participation in UX Design Circuit-related training.
Maynooth University
MSc in Design Innovation, Design Innovation
Completed an MSc in Design Innovation at Maynooth University (May completion noted).
Maynooth University
Master of Science (MSc), Design Innovation
Completed an MSc in Design Innovation at Maynooth University.
King's College London
UX Design Certificate, UX Design
Grade: Postgraduate Distinction
Completed a UX Design certificate at King's College London, receiving a Postgraduate Distinction.
Falmouth University
Postgraduate Certificate (PGCert), User Experience Design
Completed a PGCert in User Experience Design at Falmouth University.
UX Design Institute / Glasgow Caledonian University
Professional Diploma in UX Design, UX Design
Completed a Professional Diploma in UX Design through the UX Design Institute / Glasgow Caledonian University pathway.
UX Design Institute / Glasgow Caledonian University
Designing for Accessibility Professional Certificate, Accessibility
Completed a Professional Certificate focused on Designing for Accessibility.
Falmouth University
PGCert in User Experience Design, User Experience Design
Completed a PGCert in User Experience Design at Falmouth University.
Northern University College Denmark
Advanced Diploma in Computer Science, Computer Science
Completed an Advanced Diploma in Computer Science at Northern University College Denmark.
UX Design Institute / Glasgow Caledonian University
Professional Certificate in Designing for Accessibility, Accessibility
Completed a Professional Certificate focused on Designing for Accessibility through the UX Design Institute / Glasgow Caledonian University pathway.
Northern University College
Advanced Diploma in Computer Science, Computer Science
Completed an Advanced Diploma in Computer Science at Northern University College (Denmark).
Availability
Location
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Website
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