Sabrina Duda
Author of ‘Survival Guide to User-Focused Product Development: Methods Against Madness’
Have you ever felt that product development is madness? Did you witness irrational decisions, not based on data or user research insights? Have you ever seen millions wasted on the wrong products that fail to address user needs?
My book ‘Survival Guide to User-Focused Product Development: Methods Against Madness’ (ISBN 9781032878805) offers methods to fight the madness in digital product development. It will be published end of July 2026.
Are you a journalist and want to review my book?
Principal UX Consultant & User Researcher
Insight Miner & Storyteller – Turning data into stories people act on.
I am an Accredited UX Professional with an MSc in Psychology (Engineering Psychology, Cognitive Ergonomics & Computer Science). Having co-founded one of the first UX agencies in Germany, I have over 25 years of experience in UX.
I have lived in the UK since 2015 and have held various UX leadership roles. With British and German citizenship, I offer services in both English and German language.
Are you looking for a UX consultant or user researcher on a freelance or contract basis? Do you need bespoke customer research for your project or UX research training for your team? Are you looking for a UX speaker to support your next conference or meetup? Contact me to arrange a chat!
25+
years’ experience in UX
30+
articles published
100+
talks given
2
books published
2
citizenships
Conferences 2026
HCII Montreal
HCII Montreal, 26-31 July 2026
My paper and talk: Differentiation in the UX Profession: An Analysis of Educational and Career Pathways in UX Based on LinkedIn Profiles.
World Usability Congress Graz
Word Usability Congress Graz, 13 – 15 October 2026
The Research Challenge Workshop: With Jen Romano and me.
My Services
User Research
Do you need the support of a user researcher to explore user needs & business opportunities?
UX Speaking
Are you looking for an experienced speaker for your next conference?
UX Training
Are you interested in UX research training for your team?
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
Companies and organisations I have worked with
