About Me

User Researcher & Psychologist (MSc)

I have 25 years of experience conducting UX projects and user research for renowned companies. A psychologist by training and an Accredited UX Professional (#031101003), I am passionate about developing products and achieving the best-possible experience for the user aligned with business outcomes.

After founding and managing my own company eye square in Berlin for over 12 years, I moved to the UK in 2015 and have since been working in various user research roles as Head of Insight, Head of UX, Principal UX Researcher, Senior Manager Research & Insights, and Senior UX Researcher. Since March 2023, I am a Principal UX Researcher at The Stepstone Group.

Follow me on LinkedIn!

25 years of experience in UX

  • MSc Psychology (German equivalent)
  • Specialising in Engineering Psychology / Cognitive Ergonomics & Computer Science

  • Ex start-up founder and managing director
  • Broad international user research experience
  • Emphatic moderation of interviews and workshops
  • Lively presentations and frequently invited speaker
  • Published author
  • Mentor

  • Agile ways of working
  • Lean UX
  • Discovery user research
  • Jobs-to-be-done framework
  • Government Digital Service Standard


UX Heroes

"Today, I sat down with none other than Sabrina Duda a beacon of UX wisdom with over 25 years shaping user-centered product development. From founding one of Germany's first UX agencies, developing her own eye-tracking software, Sabrina's journey is a testament to innovation and passion. And we talked about it all - the early days, the big breaks with clients like Quelle, eBay, and Deutsche Bank, and the real-world impact of eye-tracking technology. Stay tuned for the full episode."
Markus Pirker, CEO at Userbrain

Listen to the podcast (in German language) here!

"Hi @Sabrina 🍀 I just listened to your great podcast and wanted to tell you that I found it super inspiring! Both your journey so far and the importance of user research in the UK and how you think about eye tracking. Very exciting 🤩"
Stephanie, 9 April 2024


Tim Hughes interviewed me on 28 July 2020 about "What Makes Great User Experience".

Usability & User Experience Book

Text book with UX basics for exam preparation.

-> Open Amazon

User Research & Agile

How can we integrate user research into agile? NHS Digital case study.

-> Open PDF

Contextual Research

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

-> Open PDF