diana arizmendi

talk

Located in Madrid

Not a pixel-perfect designer ✧ I focus on the bigger picture
✺︎ user needs, business metrics & data-driven decisions

Continuing a journey of 12+ Years

I’m a Principal Designer currently at Taxfix ✧ I lead teams and guide companies towards business growth through building human-centric experiences with over 12 years of experience shaping the creation of digital businesses.

Stick around to learn more about me.

Diana.

Projects

50+

Experience

12+

Clients

35+

WHAT I DO

Design Leadership

Team Building, Mentoring & Coaching, DesignOps, Stakeholder Management, Senior Leadership Collaboration, Design Principles, Talks & Events

Product Design

UI/UX, Prototyping, Interaction Design, Design Systems, Information Architecture, User Research, User Testing, User Flows, Development Handoff, Design QA

Product Strategy

Product Vision, Product Roadmaps, Feature Prioritization, Competitor Benchmarks, Measure Metrics & KPIs

Service Design

Design Thinking, Workshop Facilitating, Service Blueprints, Customer Journeys, Ecosystem Maps, Value Proposition Definition

My biggest motivator is working with people and teams. I love empowering others and being there for them, see them grow and inspire them to build things together and find the fun of it - even in the trickiest of situations, timelines and briefs.

I’m also a connector so I enjoy building bridges between different disciplines and teams to start the conversation and find compromise together. I truly believe the success on anything relies on the success of the team and there’s no way to move forward without trust.

A PERSONAL MESSAGE

I'm originally from Monterrey, but I've lived across many cities in Mexico since the age of 2. And since 2016, I've split my time between living in Berlin and Madrid. This constant movement has made me learn to adapt and to be comfortable with the uncomfortable. While I still may not fit into a specific city's mold, I've found my community within multicultural groups.

This is why I love working in diverse teams where a global mindset is the standard. To quote Erin Meyer in "The Culture Map," "The world is not flat, and there is no one right way to lead, communicate, or solve problems." Embracing the fact that there’s no one way of doing things calls for openness, adaptability, and a constant need to learn from different perspectives.

Kind words from colleagues

Thanks to her experience of working in all markets across the organisation, Diana’s expertise is super valuable in connecting the dots across the bigger picture.

Lucy Criddle

Director, International Expansion

It was a great enrichment for our innovation project to be able to work with Diana. She helped us to get a lot of work done in a very short time due to her in-depth process understanding.

Miriam Asbeck

Business Owner Digital Business

The phrase 'rock star' is horribly overused, but Diana not only lives up to it, she sets the standard. A genuine star player, loved by clients, leadership and team members alike.

Mike Betts

Executive Strategy Director

TALKS & EVENTS

Creative Mornings: The painless side of User Testing

Women in Tech Global Conference

Judge at Adobe Creative Jam Berlin

LIFE OUTSIDE WORK