Work Experience


In June 2021, I rejoined Valtech as a Senior User Research Consultant (Grade III). I am working as a researcher on a government project for DWP.

Valtech is designing and building experiences and is running digital business transformation projects for both private and public sector clients. Valtech operates in 16 countries, has 38 office, and around 3000 employees.


In October 2020, I started as Head of User Experience at VERJ, a LAB agency (press release).

VERJ is blending science, innovation and design. With insight, evidence-based thinking and human-centred creativity VERJ reshapes the clients' approach to the digital world.

I created VERJ’s UX offering, and advocated UX in the Lab Group. I worked closely with sales on client pitches, and created content for media and journalists. I conducted user research and prototyping projects for a payment provider and a property developer.


From September 2019 till August 2020, I worked as a Senior User Research Consultant (Grade III) at Valtech.

I was responsible for research in cross-functional, agile teams. I conducted discovery and alpha projects for NHS Data Security Centre and NHS Business Services Authority (website development project with NHS Data Security Centre, workforce discovery project with​ NHS Business Services Authority).

Valtech is designing and building experiences and is running digital business transformation projects for both private and public sector clients. Valtech operates in 16 countries, has 38 office, and around 3000 employees.

Newcomer of the year 2019

"Sabrina hit the ground running from day 1, straight into a Discovery project on the other side of the country. Her enthusiasm and work ethic has been noted by many."

NHS DSC client feedback: "Your work is very much appreciated, it's been good to work with you."

NHS BSA client feedback: "We were really impressed with the work Sabrina did for us on the workforce project."

Experian Consumer Services

From May till September 2019, I worked as a contractor at Experian Consumer Services and conducted in-depth customer and competitor interviews to explore their behaviors and attitudes towards various financial products, brands, and money and finance in general. In design sprint research I tested new ideas and concepts.

Experian Consumer Services is part of Experian and offering online credit reports, credit scores and monitoring of products. Experian plc is a global information services group in 37 countries, employing 17,000 people.


From October till April 2018, I had a contract as user experience researcher at Zava. With a small and agile team we were developing a new online doctor application from the scratch in a hypothesis-driven lean way, with lots of co-design and team user research. With weekly design sprints, we were able to get a massive amount of insights into our users. Every week we tested a new prototype, thus exploring a different step of the user journey.

Since starting in 2011, Zava has delivered over 1.5 million patient treatments across Europe.

Experian Data Quality

From January 2017 till October 2018, I have been working as a Senior User Experience Researcher at Experian Data Quality UK in the Global UX Team. I have been conducting stakeholder workshops and interviews, customer interviews and usability testings, and created personas. I have been running UX training sessions for the product managers.

Experian Data Quality offers data management solutions including verification, duplicate identification, data enhancement and is part of Experian plc.

Spot Award September 2017

Co-organising and moderating the Experian One UX Conference with 2 days of expert talks and workshops, bringing together the Experian global UX and design community:

"Sabrina was a driving force in helping to organise the recently held One UX Conference which brought all of the UXers in Experian together. Over 40 Experian people attended from across the globe, with the goal of fostering a successful UX culture, beneficial collaboration and establishing a shared Experian design system. To accomplish this in less than 9 months was incredible. The business benefits of this conference will be noticeable. However it would never have happened without the organisational skills, hard work and late nights put in by Sabrina. Thanks Sabrina."

One UX Conference audience feedback: "Amazing job organising this! Thank you so much for all your effort. It’s been awesome!" "Thanks for a great conference. My head is full of ideas now." "Very well led! Love your inquisitive mind and clarity in summarising sessions. Thank you"

Spot Award August 2017

Research project for API software for data matching, deduplication, and harmonisation involving interviews with account managers:

"Over the past couple of months Sabrina and Missy have worked hard to understand what we need to do to enable the business to sell EDQ Match. Their dogged determination to interview sales and pre-sales has given us insight that we have not had before. Their findings and analysis have helped the team understand how we need to adjust our communications about the product to the rest of the business. We now have a far better understanding of what information is valuable to sales and pre-sales, what messages they tune in to, and how we can best interact with them. I look forward to seeing what else they can come up with and how we can all use the information they gathered to work better together."

Ministry of Justice UK

From July till December 2016, I have been working as a contracting user researcher in an agile team at the Ministry of Justice in London (Social Security and Child Support Tribunals, Reform IT Workstream, HM Courts & Tribunals Service), designing a service according to Government Digital Service Standard. The UK is worldwide leading in e-government (Government Service Design Manual).

The Very Group

From January till June 2016, I have been working as a contracting user experience researcher for The Very Group (Shop Direct), Liverpool, UK. The Very Group is the UK’s second largest online retailer with,,

ThoughtWorks Ltd

In 2015, I worked as a Senior UX Consultant for ThoughtWorks Ltd., London, UK. ThoughtWorks is a software development company with branches in over 30 countries, advocating agile ways of working.

users' delight GmbH

From 2013 till 2016, I had the company users' delight GmbH in Berlin, Germany and conducted user experience projects for HP, Intel, ING-DiBa, Amnesty International,, fotorola.

eye square GmbH

In 1999, I founded the user & brand research agency eye square in Berlin, Germany (together with Michael Schiessl). For over 12 years, I served as a managing director and was a partner, till 2012. At eye square, I built up usability business and ran user research projects all over the world. In the year 2000 we conducted the first eye tracking study; a method which I introduced at eye square. eye square developed the eye tracking software "Visualizer" which allows for comprehensive quantitative analysis of eye movements and behavioural data as well as appealing visualisations. Furthermore, I conducted ad effectiveness research and shopper research. As the company grew (50 employees), I was responsible for marketing and HR. At eye square, I worked for eBay,, PayPal, Yahoo!, Deutsche Bank, Deutsche Telekom, Ford, Allianz, Otto, ImmobilienScout24, and many more. Here is the story about how eye square was founded (in German).

My achievements

  • Had the business idea usability
  • Found first client
  • Pushed focus on digital and international
  • Built international usability research business
  • Introduced eye tracking as a usability method
  • Managed relationships with universities (talks, recruiting)
  • Found business angel via First Tuesday event
  • Drove the search for an investor

Andrew Till, Founder of JMI (GMO Japan Market Intelligence), Tokyo, Japan:

"Sabrina and her team at eye square are at the cutting edge of the world of market research today. In addition to bringing her expertise as a psychologist focused on human-machine interfaces, her company has truly pioneered new ways of communicating consumer behavioral data to marketers. The outputs of eye square's work has to be seen to be believed! Sabrina is also great fun to work with - bringing enthusiasm to the job - something that we feel as a client/business partner even on the other side of the world in Tokyo!"

eye square in pictures

The founders of eye square GmbH, Sabrina Duda and Michael Schiessl, and the two investors, Dr. Friedrich Jacobi and George L. Brenninkmeijer, in the eye square office in Berlin, Kreuzberg.

The founders and investors of eye square GmbH, Michael Schiessl, George L. Brenninkmeijer, Dr. Friedrich Jacobi, Sabrina Duda on the terrace of the eye square office in Berlin, Kreuzberg.

The founders, the investors, and three of the first employees of the eye square GmbH on the terrace of the eye square office in Berlin, Kreuzberg.

Searching & Finding - A Lifelong Quest

How do users search? This question is quite crucial for the user experience.

-> Open PDF

Contextual Research

Why we need to research in context to deliver great products - 3 case studies.

-> Open PDF

Personas - Who Owns them?

Why do we need personas? Who is using them? How do we create them?

-> Open PDF