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Nina IsraelsenNI
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Nina Israelsen

@ninaisraelsen

Senior Product and Service Designer with experience delivering end-to-end digital products across healthcare, insurance, government, ecommerce

United Kingdom
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What I'm looking for

I’m looking to lead end-to-end UX, research, and service design for regulated SaaS—building inclusive, compliant, accessible experiences and innovation that aligns user needs with business objectives in cross-functional agile teams.

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

LI
Current

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.

Mayor of London logoML
Current

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.

MG

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.

Direct Ferries logoDF

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

Creative Navy logoCN

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

Henry Schein logoHS

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.

Hurtigruten logoHU

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.

DocComs logoDO

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

AL

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

DN

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

DN

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.

I-DESIGN logoID

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 logoMU

Maynooth University

Master of Science, Design Innovation

0

Grade: #

Activities and societies: Service design, innovation, presentation, ideation

Master of Science in Design Innovation.

IBM Corporation logoIC

IBM Corporation

Professional Certificate, Artificial Intelligence / Design Thinking

0

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 logoKL

King's College London

Postgraduate Certificate, User Experience Design

Grade: Distinction

Postgraduate certificate in User Experience Design awarded with Distinction.

NC

Northern University College

Advanced Diploma, Computer Science

0

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) logoUU

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 logoIF

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 logoFU

Falmouth University

Postgraduate Certificate, User Experience Design

Postgraduate Certificate in User Experience Design covering UX principles and practical methods.

Interaction Design Foundation logoIF

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 logoGA

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 logoMU

Maynooth University

MSc in Design Innovation, Design Innovation

Completed an MSc in Design Innovation at Maynooth University (May completion noted).

Maynooth University logoMU

Maynooth University

Master of Science (MSc), Design Innovation

Completed an MSc in Design Innovation at Maynooth University.

King's College London logoKL

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 logoFU

Falmouth University

Postgraduate Certificate (PGCert), User Experience Design

Completed a PGCert in User Experience Design at Falmouth University.

UX Design Institute / Glasgow Caledonian University logoUU

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 logoUU

UX Design Institute / Glasgow Caledonian University

Designing for Accessibility Professional Certificate, Accessibility

Completed a Professional Certificate focused on Designing for Accessibility.

Falmouth University logoFU

Falmouth University

PGCert in User Experience Design, User Experience Design

Completed a PGCert in User Experience Design at Falmouth University.

Northern University College Denmark logoND

Northern University College Denmark

Advanced Diploma in Computer Science, Computer Science

Completed an Advanced Diploma in Computer Science at Northern University College Denmark.

UU

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 logoNC

Northern University College

Advanced Diploma in Computer Science, Computer Science

Completed an Advanced Diploma in Computer Science at Northern University College (Denmark).

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