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Xavier sorribas

@xaviersorribas

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UX Director at Yara who led global design for FarmWeather, reaching more than 5 million users.

Singapore

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At Yara International, I led the global UX function across design, research, UX operations, and writing, with responsibility for a US$9M annual budget. I unified 12 international teams into one global function, supporting products including ATfarm, YaraPlus, and Yara FarmCare.

I led the UX team behind Yara FarmWeather from concept through launch and continued improvements; it reached more than 5 million users across India, Africa, and South America. I also helped create a global design system used by more than 20 products.

More recently, I independently designed, built, and shipped Inkwell, a studio management product used daily by three Singapore studios. I continue to work hands-on, including prototyping and building with AI tools, and write about UX operations, product discovery, and AI in design.

Experience

Work history, roles, and key accomplishments

Global Director of UX

Yara International

Jan 2021 - Jun 2026 (5 years 5 months)

Led Yara's global UX function across design, research, UX operations, and writing, managing a US$9M annual budget. Unified 12 international teams into a global function of over 120 people across 20 countries.

UX Leadership Design Strategy Budget Management Design Systems Figma Storybook GitHub AI assisted Design team development Stakeholder Alignment

Senior Manager of UX

Yara International

Nov 2018 - Jan 2021 (2 years 2 months)

Built UX for the digital farming unit, growing a team from 5 to over 35 designers and researchers across six countries. Led UX for FarmWeather, Yara Connect, and Action Africa, guiding development from concept to launch.

UX Leadership Team Building Product Discovery Field Research Iterative Testing Product Analytics Design Sprints

Head of UX Research

NTUC Link

Nov 2017 - Nov 2018 (1 year)

Built the user research function for NTUC's digital transformation across FairPrice ecommerce, loyalty, and learning platforms. Delivered mixed-methods research that informed the redesign of the FairPrice ecommerce experience.

User Research Mixed Methods Research Team Building Research Methods Ecommerce Digital Transformation

Senior UX Manager

everis (NTT DATA)

Jan 2015 - Nov 2017 (2 years 10 months)

Built the Brussels practice to over €3M in annual billings and helped grow the wider European UX practice to more than 50 people. Led research and design engagements for the European Commission, European Court of Auditors, BNP Paribas, ING, and Allianz.

UX Leadership Sales Delivery Project Margin Management Research Design Stakeholder Management

Senior UX Researcher

Betfair

Nov 2012 - Jan 2015 (2 years 2 months)

Managed user research across the product portfolio, working with product, marketing, and technology to inform requirements and product decisions. Guided product launches through research, including expansion into Italy and the United States.

User Research Product Management Marketing Technology Product Launch