Núria Badia Comas

About me

Hi, I’m Núria

I’m a UX Lead, AI product design strategist and certified workshop facilitator. I lead UX for digital products and build the practice behind them.

I’ve designed across education, media and business software, for companies like IU International University, Sky Deutschland, Audi, BMW, Giesecke+Devrient, EADS, Vorwerk, Bulthaup and DocuWare.

Alongside my industry work, I teach Human–Computer Interaction at Universitat Oberta de Catalunya, write about AI product design and decision-making frameworks, lead a UX book club, and mentor designers.

Núria Badia Comas

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How I lead

Building the practice

I turn design from a service into a practice: one shared system instead of scattered files, discovery as a habit, and principles the team decides with.

Leading people

I give direction and feedback, help designers grow, and let them own their work. Experienced in functional and disciplinary leadership and in hiring designers.

From user insight to roadmap

With product and engineering, we tie UX to business goals, map journeys to opportunities, and agree on the priorities that go into the roadmap and OKRs.

Growing designers

I mentor designers inside and outside my team and run a UX book club. Seeing people grow is the part of leading I care about most.

Expertise

UX for AI

  • Framing use cases from the user’s question, not the model
  • Agentic & RAG-based workflows, conversational design
  • Digital twins: modelling what data the AI needs
  • AI evaluation & testing (RITE)
  • Tools: LangSmith, GrowthBook

UX Strategy & Standards

  • UX principles & frameworks
  • KPI trees
  • Opportunities into roadmap priorities
  • Management reporting
  • Cross-functional collaboration
  • AI enablement
  • Tools: Jira, Confluence

User Journeys & Discovery

  • End-to-end journey design
  • Journey mapping & journey management
  • Discovery
  • Workshops & design sprints
  • Tools: TheyDo, Miro, FigJam

Research & Analytics

  • User research (continuous discovery) & usability testing
  • A/B testing
  • Data-informed design decisions
  • AI-assisted research
  • Tools: Google Analytics, Contentsquare, Amplitude, Qualtrics, Mouseflow, ProductFruits

UX & UI Design

  • Information architecture
  • Design systems
  • (Rapid) prototyping & interaction design
  • AI-assisted prototyping
  • Accessibility (WCAG)
  • Tools: Figma, Claude, Cursor, VS Code, Lovable, Storybook, GitHub, GitLab

Experience

Jul 2025 – present

UX Lead in Syntea Learning & Tutoring (AI Product) — IU International University of Applied Sciences

Set the UX strategy, principles and KPIs for Syntea, IU’s AI study companion for 80,000+ students (Gold, QS Reimagine Education 2025). I turn complex AI interactions into simple, reusable patterns and improve adoption, retention and satisfaction step by step.

Built continuous discovery for Syntea and connected the user journey to opportunities and roadmap priorities. AI runs through how I work, from research and concepts to working prototypes and frontend code on GitHub. I also set up AI workflows and skills for the team.

Sep 2025 – present

Affiliated teaching staff — Universitat Oberta de Catalunya

Teaching Human–Computer Interaction in UOC’s Bachelor’s in Computer Science (a fully online university in Barcelona): online teaching, continuous assessment and academic mentoring.

Jun 2023 – Jun 2025

UX Lead in the Learning Domain — IU International University of Applied Sciences

Led UX strategy and standards for IU’s learning platform (100,000+ students): principles, roadmap priorities and KPIs for usability, accessibility and adoption on web and mobile.

This included myCampus 2.0, bringing three grown systems together into one. I also built continuous discovery from zero across several teams: trained colleagues, set up shared user journeys and got teams deciding based on user insights.

Jun 2022 – May 2023

Teamlead UX / UI Design On Campus — IU International University of Applied Sciences

Led a team of three designers and owned UX standards and design-system coherence across the pre-sales websites, the application portal and partner platforms. This included the self-service portal that HR managers at 10,000+ partner companies use with IU’s operations teams, which replaced a manual, email-based process.

Built the career path and design-maturity model the team grew with, including how to measure it.

Dec 2020 – May 2022

Lead UI / UX Designer — IU International University of Applied Sciences

Functional lead for eight designers and the main UX contact across the organisation. Built the company’s UI Library and owned its governance.

Modernised IU’s grown web platforms from the inside, designing directly in their front-end system (Tailwind) instead of rebuilding them.

Oct 2019 – Nov 2020

Senior UI / UX Designer — IU International University of Applied Sciences

Improved UX across several websites (information architecture, visual hierarchy, user journeys), validated with A/B tests, surveys and analytics. Helped set up the company’s first UI Library with Product and Engineering.

Mar 2017 – Sep 2019

Senior Manager Screen Design — Sky Deutschland GmbH

Designed and shipped websites, microsites, apps and newsletters, keeping the brand consistent with marketing and editorial. Refreshed existing sites with engineering, specifying new components that fit what was already live.

Mar 2014 – Feb 2017

Manager Screen Design — Sky Deutschland GmbH

Designed digital experiences for websites, apps, social media and campaigns, working closely with marketing and editorial.

Aug 2008 – Dec 2014

Designer (UI / UX / Graphic Design) — Freelance

Digital and print work for clients including Audi, Praktikawelten, Canto, Vorwerk, Groh, Bulthaup and DocuWare, across the social, tourism, IT and electronics sectors.

Jul 2007 – Jul 2008

Web and Print Designer and Developer — Jenomics GmbH

Customer service and consulting in corporate design for clients including Giesecke+Devrient; print and online media solutions and Flash animations.

Jul 2005 – Mar 2007

Web Designer and Multimedia Specialist — Sanafir new media & online AG

Print and digital communication for clients such as BMW, EADS and Bayern International, including 2D animation and 3D visualisation, working with the Art Director.

Oct 2002 – Jun 2005

Web Designer — 3Kon GmbH – Informationstechnologie

Designed and built websites with Typo3 (HTML/CSS templates, TypoScript), Flash and XML, and trained clients and colleagues.

Education, certifications, languages

Education

Graduate in Multimedia (Design specialisation)Universitat Oberta de Catalunya · 2009
Graduate in Audiovisual Communication (Multimedia)Universitat Pompeu Fabra · 2002
Masterclass in Art Direction2008
Exchange programmesBauhaus-Universität Weimar (Media Design) · Roskilde University (Communication)

Additional training in accessibility, emotional intelligence, communication, psychology for UX, conversion-oriented design and project management through IxDF, Smashing Conference, edX and Sky Academy.

Certifications (selection)

UX for AIGreg Nudelman · 2026
Workshopper MasterAJ&Smart · 2025
The Contribution Method MasterclassWe and Me · 2025
Get Ahead in Product Design with AI · AI for Design Systems · AI for Designers · Conversational DesignInteraction Design Foundation · 2025
How to Measure UX and Design ImpactPUSH UX Conference · 2024
Becoming a UX StrategistNielsen Norman Group · 2023
Agile Leadership TrainingProaktiv Management GmbH · 2022

Languages

  • CatalanNative
  • SpanishC2 · Fluent
  • GermanC2 · Fluent
  • EnglishC1 · Fluent
  • ItalianB2 · Intermediate
  • FrenchA2 · Beginner