About
My name is Alejandra Ward
I’m a London-based Senior Product Designer with over 15 years’ experience designing digital products that balance craft, clarity and impact. I’ve led design for AI-powered enterprise tools, global retail platforms, and customer-facing experiences that simplify complex systems for millions of users. As both an in-house designer and a founder, I bring a hands-on, outcome - driven approach, combining strategic thinking with the detail and empathy that
make products genuinely easy to love.
Recommendations
Dave Adamson - Costa Coffee
Ale is an absolute joy to work with. Her professionalism, dedication and problem solving design expertise has been a real asset to Costa. Ale also has an infectious, positive attitude that inspires and uplifts others.
During her time with us, Ale worked on numerous projects, including leading the design of one of our newest globally facing digital products. No matter the size of the task, Ale gave every single one of them her thorough, laser-focused attention. Always asking the right questions and always keeping the consumer front of mind.
Another of Ale’s key strengths is her communication and collaboration with others.
This was really crucial, as we worked on a daily basis with many other cross-functional internal and external teams. Ale slotted in to these various teams seamlessly and worked together to help deliver great digital experiences for Costa’s consumers.
Ben Aslet - LEAP Group Uk
Ale is focused, conscientious and always professional, producing work to a very high standard and displaying a real eye for detail.
With a can-do attitude, Ale is not afraid to ask the difficult questions. Her work shows great creativity producing original concepts in line with brand guidelines Ale’s design style, both online and offline, is clean, well thought out and well-structured simplifying the often complicated marketing message that we look to get across.
Rising to meet any challenge, Ale is organised, manages her time well, and communicates thoughts and ideas effectively. An asset to any team, I would welcome the opportunity to work with Ale again in the future.
