Sofia Woods is Product Design Director at Xero. She has been a User Experience and Product Designer for 12 years. She designs, creates and brings to life digital experiences for Government, Health, Travel, Environment and Financial Services. Using a Human Centred Design approach, she examines the key problems people face when using online products or services, and uses a series of methods to ideate, test and prototype digital solutions. She regularly works across health and academia, bringing Human Centred Design to help focus research outcomes and inform perspectives to make them more ‘human’ focused.
Member since 2019 | JM14274
