Yolanda Martin

Yolanda Martin

Head of Platform Design


Yolanda is a recognised expert, innovator and contributor in product and UX with tons of experience in user interface design, visual art direction, storytelling and UI implementation strategies for system designs for any platform. She is passionate about making technology more human by crafting elegant and simple applications that are beautiful and make a difference in people's lives. Her experience with organisational development, design culture, process, strategy and execution is the direct result of having shipped numerous incredibly awesome product releases. By working closely with users, executives, engineers, stakeholders, and investors, she makes sure that products and services exhibit simplicity, consistency, stylistic breadth, attention to detail, balanced beauty, innovation, usability, and deep coolness.

Past Sessions

UXDX Europe 2019

Watch Why User Centered Design Doesn't Work (Anymore)

Why User Centered Design Doesn't Work (Anymore)

Yolanda Martin

Head of Platform Design, Farfetch

I am very aware that going against years of indoctrination on UCD is controversial, but hear me out. The world is going through a paradigm change. During decades as product designers all we were told to care about was to fulfil users needs ...

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