User Experience Researcher & Psychologist
I am Sabrina Duda, a user experience researcher with over 25 years of experience in conducting user research & UX projects for renowned companies.
A psychologist by training, specialising in Engineering Psychology & Computer Science (Humboldt University of Berlin), I am passionate about developing products that deliver the best possible user experience aligned with business outcomes.
Creating products people love – with empathy & evidence
I help to create digital products and services that people love because they make their lives easier. Delivering value to users will lead to successful products. I empathise with the user and discover their hidden needs and motivations. I apply design thinking to my work by researching users and identifying their needs, ideating solutions, testing prototypes, and iterating on them.
From start-up founder in Berlin to user research leader in the UK
After co-founding and managing my agency eye square in Berlin for over 12 years, I moved to the UK in 2015 and have since worked in various user research roles, including Principal UX Researcher, Head of UX, Head of Insight, Senior Manager of Research & Insights, and Senior UX Researcher.
I have British and German citizenship, and I am fluent in English and German language.
I live in Leigh-on-Sea in Essex, England – the most beautiful place I have ever lived. My jobs are usually in London (I live within commuting distance), but I am happy to travel anywhere in the UK or EU for projects.
25 years of experience in UX
- MSc Psychology
- Specialising in Engineering Psychology / Cognitive Ergonomics & Computer Science
- Ex-start-up founder and managing director
- Invited speaker
- Published author
- Mentor
- British & German citizenship (English & German speaking)
What people say about me
“Sabrina has energy and enthusiasm. She effectively managed several concurrent streams of UR. She was creative and used a series of techniques to gather meaningful data. This was presented back clearly and methodical – giving us the information we needed to drive forward service improvements. I really enjoyed working with Sabrina.”
Project/ Change Manager, HMRC, 2025
“Sabrina is exemplary in her demeanor, methodology and collaboration with our group. I cannot recommend Sabrina enough and would happily work with her again.”
Product Portfolio Director, The Stepstone Group, 2022
“She has a deep understanding of her field, yet communicates insights simply and effectively, making it easy for all stakeholders to engage and align. I would gladly work with Sabrina again.”
UX Research Lead, Aviva, 2022
“Her expertise was very valuable for us to speed up our discovery process, in which we prototyped and conducted interviews every week.”
Product Owner, Zava, 2019