The way I work is heavily influenced by what I believe is the right way to approach any design problem. I think that the way technology has the power to influence people’s lives is truly awesome. I love introducing people to technology and seeing what it can do for them, how and if they embrace it. I am an advocate and practitioner of user centred design precisely because I want to create great things and, understanding people’s behaviour, motivations, wants and needs is, in my experience, a crucial element of success.

I find it constantly frustrating to come across ill thought-out things. To see poor patterns repeated. To see a timidity around taking the risk to push harder, try harder, think harder. I hate to see good ideas thrown away for fear of change. I loathe waste and I love progress.

Nobody should have to compromise what they want to create or how they want to feel because we didn’t take the time to push the technology, the interaction, the design, a little harder.

I am currently working as a contract User Experience Researcher for the Government Digital Service.

“If you do not know what to do, take a step forward.”
– Japanese proverb

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About Author


Ivanka Majic works in technology. She was Head of Design for Ubuntu, service managed Digital Marketplace through to beta, was acting director of digital for the Labour Party. She lives and works in Brighton where she works with the council’s digital first team, does a bit of teaching at Sussex University, and works with her husband on projects like and the BRAVOs. She has also started a podcast with her friend Michael which you can listen to at