User Experience: Service / Product / Research / Strategy / Innovation / Design management
I translate complex requirements into human-centred experiences
Aligning design with business objectives to drive impactful outcomes during digital transformations. I lead teams, manage design projects, and promote collaboration, ensuring clear communication and effective teamwork. Additionally, I do continuous digital enhancements, supporting sustainable success and long-term growth.
Currently I am working with the UK’s Tax Authority (HMRC) developing services from the OECD to tackle taxation in the digital economy. In 2024 I helped the HMRC launch two of these services, both of which received all-green ratings in the GDS assessments for Public Beta and Live Services:
Portlog, 2018
User experience, product design
I designed an innovative port intelligence tool to support ship charterers and optimise operations in the maritime shipping sector.
HMRC: Aligning a Design Team, 2024
Team leadership
A design team faced a number of disruptions affecting their quality of delivery. I lead a design team to streamline processes, set clear roles, and improve collaboration, resulting in increased work throughput efficiency, faster delivery, and a more positive, transparent team culture.
NHS App: GP appointment bookings, 2019
User experience, product design
User Research had shown there were problems with the GP appointment bookings journey. I developed a prototype to test improvements made to the journey.
HMRC: Customer Support Design for the Pillar 2 service, 2024
Service design, strategy
The Pillar 2 Top-up Taxes service needed a customer support model. I designed one to reduce number of support calls, and standardised the model to deliver an org-wide best-practice approach to customer support, allowing to focus on each unique customer support need for each service rather than reinventing the wheel, and resulting in more consistent customer support at scale.
Vocalink (part of Mastercard) client portal, 219
User experience, product design
Updates to ATM services available for all debit / credit cards in the UK are time consuming and prone to error. I designed a proof of concept for a Vocalink customer Portal to support Link Services to test their business assumptions.
NHS: IT Operations Centre, 2021
Organisational design, service design, user research
NHS’s Live systems and services infrastructure were managed and monitored through a silo-ed IT Operations Centre, resulting in inefficient incident support. I helped developing a centralised ITOC, resulting in enhanced clarity, a comprehensive plan, actionable insights, stronger collaboration, and unified teams ensuring a focused, transparent, and connected service development process.
Be Part of Research, 2020
Service design, user research
Health and Social Care Research don’t reach recruitment targets. I led a Discovery to understand how the service can help recruitment and retention of participation in Health Research, by identifying gaps in the end to end customer journey and producing insights for improvements.
LCC: Leeds door to door community transport hub, 2021
Service design, user research
There is underused transport capacity in Leeds. I blueprinted a new proposal for a transport service for Leeds City Council (LCC) to address this and other problems affecting community transportation in Leeds.
HMRC: OECD international tax reporting digital services ecosystem, 2024
Service design
I created a strategic visualisation to highlight customer overlaps across digital services. This sparked a larger initiative to map the entire service ecosystem which I am leading, aiming for more consistent and scalable design and development among services of the same family.
CURRENT ROLE
I lead product and design engagements at Accenture, helping organisations develop products and services that meet complex policy, business and users needs.
Currently I am working with the UK’s Tax Authority (HMRC) developing services from the OECD to tackle taxation in the digital economy.
In 2024 I helped the HMRC launch two of these services:
DESIGN LEADERSHIP
I oversee design teams workflow and ensure the delivery of high-quality outcomes. I dive into the details to help the team create designs that address user needs while stepping back to align with Product Management. My role spans coordinating design activities guided by User Research, refining team processes to enhance efficiency, and supporting the team in conducting risk assessments, scenario mapping, and developing mitigation strategies for client stakeholders.
TEAM COHESION
I lead a design team to streamline processes, set clear roles, and improve collaboration, resulting in increased work throughput efficiency, faster delivery, and a more positive, transparent team culture.
Work highlights
🚀 Currently designing a range of OECD online services, for large multinationals, SMEs, and agent companies, addressing taxation challenges in the digital economy for the UK’s Tax Authority (HMRC). One of services alone is expected to generate an estimated annual tax revenue of GBP2BN yearly for the UK and USD 150BN worldwide.
🚀 Improved NHS’s online COVID-19 test ordering journeys for vulnerable groups, ensuring better accessibility and user experience.
🚀 Supported user experience enhancements for the UK’s National Health Service’s App (NHS App) post-launch—an app critical during COVID-19. It reached 108,000 registered users in its first year and grew to over 10 million users by July 2021.
🚀 Designed an innovative port intelligence tool to support ship charterers and optimise operations in the maritime shipping sector.
🚀 Played a key role in launching the M&S and Ace Hardware e-commerce websites in the MENA region.
🚀 Contributed to the design of Visa Europe’s digital wallet, which later became part of Visa Checkout.
🚀 Designed a variety of online games for Gamesys Corporation (now Bally’s Interactive).
Recent review
“Silvina is a team player who will offer to help people if she can and will even offer to support me on calls with the stakeholders, and was instrumental on pulling a fantastic Customer Support Model together.“
— Delivery Service Manager, HMRC, 2024
I’ve worked with
I am currently undertaking a certification in coaching and mentoring from the Institute of Leadership.
