Ana Crespo

UK
Senior Consultant
Dog
"I enjoy looking at the bigger picture, observing how people interact with digital systems through both online and offline channels, and finding ways to improve those processes."

As a Senior Consultant at Foolproof, I help organisations understand their customers so they can deliver better experiences for them. This involves dozens of hours speaking with users, trying to understand how they work, shop, communicate, bank or enjoy their spare time. In short, trying to appreciate how they live. Those conversations provide clues to informing design which makes their inescapable tasks easier, and the entertaining ones more enjoyable. 

I particularly like working in projects with elements of service design. Digital systems are a key part of user experiences, but there’s much more to them. I enjoy looking at the bigger picture, observing how people interact with digital systems through both online and offline channels, and finding ways to improve those processes.

My background is in communications. I worked as a journalist for a news agency and several press offices before studying the MSc in Electronic Publishing at City University of London. Although I still have a passion for digital publishing, I now apply the principles of user centered design to a variety of sectors, including finance, entertainment and telecommunications.

Due to my past as a reporter, I still enjoy interviewing people and finding out more about them. I’m also still passionate about quality content - another key component of high quality user experiences.

Outside work, I spend a lot of time reading and watching films, anything from classic, black-and-white features to the latest flicks of dubious quality. I also indulge in the many London pleasures: from taking a stroll in the park, or discovering a new restaurant, to attending an art show or a concert.