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Siobhan O'Brien

About me

Leadership

Collaboration

Get in touch

Profile photo of Luke

Siobhan O'Brien

Get in touch

Orange Pyramid
Blue Cylinder
Blue Cylinder

Principal Product Designer

Translating bold strategies into pragmatic roadmaps

Driving design end to end from concept to execution

Elevating teams through mentorship and collaboration

Crafting products driven by research & data insights

✦ SCROLL DOWN ✦ AND KNOW ME BETTER
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✦ SCROLL DOWN ✦ AND KNOW ME BETTER
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✦ SCROLL DOWN ✦ AND KNOW ME BETTER
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Yellow Cube

Hello... I'm Siobhan 👋

🗣️

My name is Gaelic and pronounced ‘shiv-vawn’.

🏠

If you couldn’t already tell from my name, I’m originally from Ireland and working remote in Edinburgh, Scotland.

🎨

With over 8 years experience, I’m an IC end-to-end product designer who loves all facets of design and being involved at every stage of the product lifecycle.

👩🏻‍🎓

I’m a systematic thinker which I attribute to my First Class Honours in BSc in Business Informations System, where I spent 4 years learning the fundamentals of computer science and business basics in economics, marketing, strategy, management and design thinking.

🏢

I have worked in a broad range of sectors such as Payments, E-commerce, Project management software, Financial services, Investment banking and Trading platforms.

❤️

I love staying up to date with industry trends, check out some of my favourite content below...

Prof G Markets

Hosted by Scott Galloway and Ed Elson

Prof G Markets

Hosted by Scott Galloway and Ed Elson

Prof G Markets

Hosted by Scott Galloway and Ed Elson

The Five Dysfunctions of a Team

Written by Patrick Lencioni

The Five Dysfunctions of a Team

Written by Patrick Lencioni

The Five Dysfunctions of a Team

Written by Patrick Lencioni

Teamwork

2022 - PRESENT

PROJECT MANAGEMENT

Teamwork.com is a project management platform with tools for task management, time tracking, and team communication.

I worked across the core area of the app, designing key features like the Calendar, Table View, and List View. I also redesigned global components such as advanced filters, grouping, and sorting, mentored junior designers, and improved team processes to boost efficiency and collaboration.

END TO END

END TO END

I'm passionate about driving design at every stage of the product lifecycle from research, user experience through to visual design

I'm passionate about driving design at every stage of the product lifecycle from research, user experience through to visual design

PROJECT MANAGEMENT CALENDAR VIEW

PROJECT MANAGEMENT CALENDAR VIEW

Track meetings, tasks and time logs all in one place

Track meetings, tasks and time logs all in one place

As an experienced end to end IC designer, I led a team of two designers to create a 0-1 client work specific calendar view. I was responsible for leading the feature from insight gathering through to defining the customer problem, mentoring designers, high fidelity design, delivery, measurement and optimisation all while keeping stakeholders informed and aligned along the way.

As an experienced end to end IC designer, I led a team of two designers to create a 0-1 client work specific calendar view. I was responsible for leading the feature from insight gathering through to defining the customer problem, mentoring designers, high fidelity design, delivery, measurement and optimisation all while keeping stakeholders informed and aligned along the way.

End to end design

Lead Designer

Research

UX

UI

Responsive Web

Mentorship

B2B

SAAS

20K MAU

View case study

Connect calendar

Google and iCal integration

20,000

Monthly active users

6.8

Net promoter score

66%

Retention rate

2 hours saved

Reduction in manual work

Time logs

Amend time logs on meetings

Design team sync

Logged: 10hrs

🎨 Competitor analysis

10am - 11am

🌯 Lunch

1pm - 2pm

RETAIL, FOOD & DRINK POINT OF SALE

RETAIL, FOOD & DRINK POINT OF SALE

Managing sellers product library experience

Managing sellers product library experience

For 3 years I led design on a cross-functional team, responsible for managing the seller product library, permissions and settings experience. I passionately owned the end-to-end design process by empathising with customers in weekly research calls, sweating every UX/UI detail and deeply collaborating with product and development ensuring we continually brought value to customers.

For 3 years I led design on a cross-functional team, responsible for managing the seller product library, permissions and settings experience. I passionately owned the end-to-end design process by empathising with customers in weekly research calls, sweating every UX/UI detail and deeply collaborating with product and development ensuring we continually brought value to customers.

End to end design

Cross-functional team

UX

UI

Research

Payments

E-Commerce

B2B

SAAS

View case study

Managed back office

Product set up

2,000

Monthly active users

6.6

Net promoter score

78%

Positive customer feedback

+30%

Reduction in manual work

App integration

Food delivery options

STRATEGY & VISION

STRATEGY & VISION

My superpower is transforming research and ambiguous ideas into innovative concepts, fostering stakeholder collaboration, and building pragmatic cross-team roadmaps.

My superpower is transforming research and ambiguous ideas into innovative concepts, fostering stakeholder collaboration, and building pragmatic cross-team roadmaps.

CUSTOM VIEWS STRATEGIC VISION

CUSTOM VIEWS STRATEGIC VISION

Monitoring, reporting and sharing client work

Monitoring, reporting and sharing client work

I led strategic design by bringing research to life, unpicked a complex legacy system and crafted innovative conceptual designs targeting our most valuable personas. I facilitated an offsite vision alignment workshop with the leadership team (CEO, CTO, CPO), presented at our annual tech council and collaborated with area leads to translate the vision into pragmatic cross-team roadmaps.

I led strategic design by bringing research to life, unpicked a complex legacy system and crafted innovative conceptual designs targeting our most valuable personas. I facilitated an offsite vision alignment workshop with the leadership team (CEO, CTO, CPO), presented at our annual tech council and collaborated with area leads to translate the vision into pragmatic cross-team roadmaps.

Storytelling

Leadership

Strategic thinking

Complex systems

Stakeholder management

AI

SAAS

Project management

View case study

Research diary study

Collaborated with Lead User Researcher, to observe and interview 20 customers daily behaviours and challenges for 30 days.

Analysing insights

Synthesised all insights extracted from the diary study and sharing findings by presenting to all teams in the product, development and design organisation.

Crafting vision concepts

Brought research to life by crafting a holistic visionary concept and facilitating alignment workshop with the leadership team (CEO, CTO, CPO).

Translating into roadmap

Collaborated with Group Product Lead to create a pragmatic cross team roadmap, ensuring we start working toward the new vision from day one.

Research diary study

Collaborating with Lead User Researcher, to observe and interview 20 customers daily behaviours and challenges for 30 days.

Research diary study

Collaborating with Lead User Researcher, to observe and interview 20 customers daily behaviours and challenges for 30 days.

Research diary study

Collaborating with Lead User Researcher, to observe and interview 20 customers daily behaviours and challenges for 30 days.

Analysing insights

Synthesising all insights extracted from the diary study and sharing findings by presenting to all teams in the product, development and design organisation.

Analysing insights

Synthesising all insights extracted from the diary study and sharing findings by presenting to all teams in the product, development and design organisation.

Analysing insights

Synthesising all insights extracted from the diary study and sharing findings by presenting to all teams in the product, development and design organisation.

Crafting vision concepts

Bringing research to life by crafting a holistic visionary concept and facilitating alignment workshop with the leadership team (CEO, CTO, CPO).

Crafting vision concepts

Bringing research to life by crafting a holistic visionary concept and facilitating alignment workshop with the leadership team (CEO, CTO, CPO).

Crafting vision concepts

Bringing research to life by crafting a holistic visionary concept and facilitating alignment workshop with the leadership team (CEO, CTO, CPO).

Translating in to roadmap

Collaborating with Group Product Lead to create a pragmatic cross team roadmap, ensuring we start working toward the new vision from day one.

Translating in to roadmap

Collaborating with Group Product Lead to create a pragmatic cross team roadmap, ensuring we start working toward the new vision from day one.

Translating in to roadmap

Collaborating with Group Product Lead to create a pragmatic cross team roadmap, ensuring we start working toward the new vision from day one.

E-COMMERCE AND POS STRATEGIC VISION

E-COMMERCE AND POS STRATEGIC VISION

Crafting a multi-vertical, channel, location solution

Crafting a multi-vertical, channel, location solution

As part of a small cross functional accelerator team, I designed holistic visionary concepts for a multi-vertical, multi-channel and multi-location (multiplicity) E-commerce and Point of Sale solution, while simultaneously helping to strategically unify the Zettle and PayPal products post acquisition.

As part of a small cross functional accelerator team, I designed holistic visionary concepts for a multi-vertical, multi-channel and multi-location (multiplicity) E-commerce and Point of Sale solution, while simultaneously helping to strategically unify the Zettle and PayPal products post acquisition.

Storytelling

Leadership

Strategic thinking

Payments

Stakeholder management

E-commerce

Workshopping

View case study

Consolidate research findings

Week 1-2

Our objective for this phase was to consolidate multiplicity findings from the several research initiatives, (past and present) from across the company to define the common and overlapping jobs-to-be-done (JTBD).

Ranking competitors on key JTBD & Impact mapping

Week 2-4

Crafting a compelling customer narrative

Week 4-5

Facilitating multiple cross company workshops

Week 5-7

Presenting visionary concepts to inspire teams

Week 8

Consolidate research findings

Week 1-2

Our objective for this phase was to consolidate multiplicity findings from the several research initiatives, (past and present) from across the company to define the common and overlapping jobs-to-be-done (JTBD).

Ranking competitors on key JTBD & Impact mapping

Week 2-4

Our objective of this phase was to understand how successful competitors are at helping users achieve their multiplicity jobs. Then we had a collaborative impact mapping sessions with stakeholders to define jobs of highest priority to focus on.

Crafting a compelling customer narrative

Week 4-5

Our objective for this phase was to develop a narrative to bring our customers struggles to life, that would ultimately act as a catalyst to evoke discussions and inspire teams to solve the problems our customers were experiencing.

Facilitating multiple cross company workshops

Week 5-7

Our objective for this phase was to bring the entire organisation along for the journey. We found siloed teams were beginning to create solutions in isolation, rather than exploring holistic and scalable solutions. So over these 2 weeks, we facilitated 5 workshops to 70+ employees, gathering a wide range of feedback on the strategic vision we were crafting.

Presenting visionary concepts to inspire teams

Week 8

To conclude this 8 week project, we held a company wide meeting where we shared our insights, findings and journey to date. We presented a high level visionary concept of the multi-vertical, multi-channel and multi-location E-commerce and POS solution, that would help inform future roadmaps and inspire teams for years to come.

MENTORING
& LEADERSHIP

MENTORING
& LEADERSHIP

Design is a team sport 🏆 I'm dedicated to elevating other designers through mentorship and improving team processes

LEADERSHIP

LEADERSHIP

Design values

Design values

Below are some of the design values that I live by and always consider in my day to day work.

Below are some of the design values that I live by and always consider in my day to day work.

Design QA > Update spacing

Upholding design quality

Integrity

Building pragmatic design roadmaps

Efficiency

Data driven design decisions

Results

Always curious about latest design trends

Self starter

Sketching workshop: XXX

Weekly 1:1 design feedback sessions

Deep dive mentor sessions

Elevating other designers through mentorship

Mentorship

COLLABORATION

COLLABORATION

Don’t just take my word for it, see what my colleagues have to say about working together

COLLABORATION

COLLABORATION

Recent feedback

Recent feedback

Here’s a collection of recent public praise received from my colleagues on Lattice.

Here’s a collection of recent public praise received from my colleagues on Lattice.

Lisa Kelliher

Head of Design @Teamwork

Big shout out to Siobhan for her EXCELLENT product & design work on calendar.

It's looking really polished and elegant, a testament to the rigour and quality of her design process. She really sweated the details and considered so many use cases.

Well done Siobhan!

Jane Aston

Group Product Lead @Teamwork

With the Calendar view out with the first 20% of existing users, we're already seeing some incredible feedback on it "This is amazing!!! We have been waiting years for the ability to block time and track time in one place". Massive well done to Siobhan on her incredible discovery and design work on this one.

James Draper

Team Lead @Teamwork

Huge shout out to Adam (FE dev) and Siobhan for the great collaboration on the new task planner and the dedication and passion shown in your work.

Your enthusiasm on this feature has been amazing and your focus on solving the underlying problem for our customers is exemplary. I'm looking forward to seeing the positive feedback come in from our users in response to this great feature 👏

Andressa Lombardo

DS Lead @Teamwork

Siobhan's work on the calendar feature is truly remarkable, and it'll undoubtedly deliver so much value to our customers in the near future.

Not only did she put in exceptional effort in researching and iterating on the feature, but she put together the most EPIC handover file I've ever seen. Not to mention the impeccable UI

All-round-superstar ⭐️

Jordan Wellin

Product Marketing @Teamwork

Siobhan was a lifesaver on the Calendar view launch, whether it was helping educate our customer-facing teams about the earliest iterations of the feature, or coming in at the last minute and giving support to something as seemingly mundane as a blog post.

She has been a huge help every step of the way and I know we literally could not have done it without her!

Marie Maguire

Product Designer @Teamwork

Siobhan has been invaluable in giving feedback on the Task List Templates experiment, sharing her research, designs, and knowledge.

She’s made herself available for walkthroughs and questions, while also offering insights into patterns used by competitors on similar feature areas.

Maeve Goggin

Design manager @Teamwork

Siobhan, great job on your presentation in the tech council yesterday!

Your explanation of views and how the personas interact with Teamwork was great and really helped clarify the product vision. It's really valuable to have shared this with the wider product org.

Shay Doherty

Principal Software Engineer @Teamwork

I was really blown away by how extensive Siobhan’s design work on the Calendar was. I want to thank you for sharing all your learnings and wisdom along with the beautiful Figma designs.

Designed by Siobhan