Our digital future is bright with possibilities. By coaching teams to design relevant, user-centred products, I help make it a reality.

What I do



Helping people to grow and improve how they design & build human-centred products

In order to grow a team that does their best work, I believe in aligning the skills the business needs people to have with where they would like to grow as a person. On client engagements, I coach through pairing, 1:1 conversations as well as team workshops. Along with a measurable skill matrix for end-to-end product design. I’m currently learning how to hire & am particularly interested in creative culture and how I can help organisations to find their own.


Innovating product design practices to reflect the highest standard in design for technology

Validating business ideas and building the right thing under extreme uncertainty is a tough but rewarding challenge. Through hands-on work and feedback conversations with fellow product people & engineers, I adapt & innovate the toolbox of product design activities & frameworks needed to do the job successfully. New ideas emerge in a lean way by experimenting & learning.


Fostering excellence by delivering value to users early and continuously learn in order to improve

Excellence in software is delivered by high performing, independent and balanced teams. They need a psychologically safe space that allows them to experiment & take risks. In order to make evidence-based decisions, I enable teams to conduct a broad variety of user research, biweekly. To make success measurable and to capture validated learning over time, setting product goals and calling out the riskiest assumptions are key parts of my toolbox.


Building and maintaining a relationship of trust and appreciation with clients

In that sense, I’m a matchmaker. Together with the sales team & a senior mentor, I seek to understand the toughest business challenges of our clients and how our team can help solve them through software. I see many parallels to conducting user research: active listening & building empathy for challenges always form the first step.

Key Projects

Tackling interesting business challenges brings responsibility for confidentiality. I am not able to share any details of these projects. What I can share are the methods, processes and practices that I contributed.



Designing under extreme uncertainty for the benefit of millions: I was part of the product team working on the COVID-19 App for the NHS & UK Government



A fun, interactive gifting experience that sparks joy and enriches digital gift cards with thought and meaning. Digital unwrapping & a personal note included


As a design thinker and workshopper by heart, I enable great ideas through co-creation sessions. I’ve workshopped with people all over the 🌎: in Hong Kong, The Hague, Berlin, Zurich, London, Edinburgh... and they have taught me a great deal as a facilitator. A selection of my favourite practices


  • User interviews
  • Research synthesis
  • Empathy map
  • Proto- persona map
  • Service blueprint


  • User journey map
  • Design studio / ideation
  • Design critique
  • Lean experiments
  • Usability testing


  • Goals & anti-goals
  • Assumption mapping
  • Risks & mitigations
  • Problem statements
  • User story mapping


  • Psychological safety
  • Team canvas
  • Retrospectives
  • Remote team building
  • Personal goals

Brands I worked with




February 19th, 2020

Getting started: user research for rapid digital innovation

How to find the sweet spot between knowing everything but missing the opportunity and knowing nothing and launching crap


November 10th, 2020

How designers and engineers can collaborate closer and build better digital products

Unleash designers’ & engineers’ superpower to solve the world’s most complex problems together


September 15th, 2020

Workshop & guide: define the tone of voice of your product

A collaborative way to improve how your product communicates with its users

More UI focussed work

I embrace coming from a visual design background. First and foremost, I care about people and what they need and want from the things I design. But I also care to design in a visually appealing way, being able to tell stories.

© Antonia Horvath, 2021 | LinkedIn | Behance | Medium