The camera feed connects, and Joana’s image suddenly appears on my screen. Instead of sitting face-to-face beneath the glimmering lights of the Silicon Valley UX Awards gala, we connect virtually. Yet, the event's energy still pulses through our respective backgrounds. On my end, I see the subtle glow of digital backdrops and event logos reflected on her wall—an online echo of the prestigious gathering happening miles away.

As I quickly learned, Joana's journey is as unconventional as inspiring. She was born to Portuguese/Peruvian parents and raised in the UK after immigrating as a toddler, traversing a winding path that took her from cold, gray London commutes during her recruiting apprenticeship and software engineering internships to the sunlit beaches of Thailand. Each pivot and risk has led her here, culminating in her current role as a product designer at Coinbase.

Screens and time zones may separate us, but her story’s resonance is evident in this video call—proof that the innovative spirit celebrated at this year’s awards knows no single format or location.

Today, Joana’s work shapes user experiences for some of the world’s most cutting-edge digital products, yet her story didn’t start with UX dreams or top-tier university credentials. It began with uncertainty, a looming question mark about the future, and a refusal to settle for the ordinary.

Charting Her Path

Coinbase 2024 Design & Research Summit – New York, NY

“After finishing college in the UK, I felt completely clueless and lost,” Joana admits. “My friends were applying to universities and excited for the obvious next step in their lives. All I could see was the debt and a three-year commitment, with no guarantee it would pay off - especially when I didn’t even know what I wanted to do yet.” Instead of rushing into higher education, Joana leaped into the hustle and bustle of London, embracing a recruitment apprenticeship that forced her straight out of her comfort zone. “My first week involved cold calling to bring new clients on board. It was terrifying at the start, especially for an introverted teen,” she recalls with a grin. “But it taught me resilience, sales skills, and the power of small tweaks over time to improve conversions in any funnel. It became fun!”.

This hands-on schooling proved invaluable. Recruitment opened Joana’s eyes to the thrill of problem-solving, optimization, and turning small changes into big wins. She soon discovered the tech industry, where remote work and digital products promised liberation from grey skies and grinding commutes. “I wanted to optimize processes, be creative, make something out of nothing,” she says. “...and sunny weather”.

Joana took on a part-time computer science degree with a newfound sense of direction while still working full-time. She quit recruitment and took a pay cut to break into a new industry. “Hard work can beat talent,” she says. “I never saw myself as naturally smart or talented, but I’ve learned that imposter syndrome can be powerful fuel. It can push you to make the most of every opportunity, challenge your doubts, and prove them wrong. If you fail, you’ll know what to work on next.” Her drive led to internships and job opportunities in the blockchain space that bridged coding and design, and soon after, doing so remotely from Koh Samui, Thailand—proving that a career could be forged beyond the typical cubicle walls.

“I floated between Asia and Europe, joined a newly formed crypto startup as a founding designer, and eventually landed my dream role at Coinbase,” Joana reminisces. “I celebrated by dragging my boyfriend out for a 10k midnight run.” If her journey taught her anything, trust her intuition, ignore naysayers, and embrace her unique path—even when it diverges from everyone else’s.

Working Remote in Portugal – Weekend Camping Trip

Balancing Intuition and Research

In an industry where data, deadlines, and ever-shifting user needs collide, Joana’s perspective on balancing intuition with research is refreshingly pragmatic. “There’s no perfect formula,” she explains. “It depends on the company’s stage, resources, and constraints.” She fondly recalls the breakneck pace of a 0-1 startup where she worked with limited resources and tight deadlines, starting from scratch with no existing users, research, or data. “The focus was on balancing exploratory designs, user interviews, and prototype usability tests as we worked towards product-market fit,” she explains. “Stakeholders were also users in a sense, reminding me to keep the business side in mind,” she notes, “At a brand-new startup, you often lack domain-specific experience and face an evolving target audience. This requires flexibility, frequent toggling between intuition and research, and refining your research methods to best align with your company’s constraints as you go.”

The equation shifts at larger companies, where data, research studies, and user insights exist. “You have dashboards, surveys, and past learnings to guide you,” Joana says. “It’s easier to form hypotheses. Intuition becomes sharper when backed by this foundation, and we can invest time in targeted studies if something’s unclear.”

Urgency and impact also dictate her approach. “Sometimes, deadlines loom, and you need to trust your instincts in the moment while documenting unvalidated assumptions for later review,” she explains. “And always ask: what’s our goal? How will we measure it? Clear success criteria can help you decide on the balance between research and intuition.”

Advice to a Younger Self

Joana’s response is simple yet poignant when asked what she’d tell her 21-year-old self: “Rest.” She laughs, recalling relentless sprints between work and study. “I’d say: keep going, trust the process, and learn to pace yourself. We often rush forward at max speed, but sprints are meant to include rest.” Despite the sacrifices, she wouldn’t change much else. “Every challenge helped me grow. Just remember to breathe.”

Celebrating Simple, Exceptional Design

As we wrap up, I ask Joana about a product she admires for its outstanding design. Her answer isn’t a sleek app or a cutting-edge gadget—it’s sticky notes. “They’re simple, focused, and do one thing exceptionally well,” she says, lighting up at the notion. “You can write on them with any pen, stick them anywhere, and move them effortlessly. They’re ‘conservative in what they do but liberal in what they accept.’ I love that. Great design doesn’t have to scream—it can be quiet, supportive, and empowering.”

The In–Office “Classic” Design Brainstorm

In a world of immersive interfaces and mind-bending AR experiences, Joana Ortega’s respect for a humble sticky note speaks volumes about her design philosophy. She may be working at the forefront of fintech and crypto products, but she remains anchored by the principle that truly great design serves humans first. Her journey—from uncertain teen to seasoned product designer—reminds us that careers aren’t linear, success is often found off the beaten path, and embracing risk, collaboration, intuition, and a willingness to learn can lead to extraordinary places.

As the Silicon Valley UX Awards continue to celebrate digital visionaries, Joana’s story stands out as a testament to perseverance, adaptability, and authenticity. Whether she’s prototyping blockchain and crypto interfaces or scribbling ideas on a sticky note, one thing is sure: her unconventional and wholly path continues to inspire those seeking their place in the design world.

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