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About Me

Hi, I’m Herman, a digital evangelist, design leader and research professional with over 28 years experience working in Fintech, B2B, B2C, SaaS, FMCG, e-commerce, Healthcare, Automotive and Travel.

Designing experiences that improves peoples lives is part of my DNA, placing people at the heart of the experience design process.

My Design Philosophy

‘ I believe in designing the right journeys, before designing the journeys right! ’

Herman Rodrigues
Illustration of a person thinking
Strategic Thinker
Goal Oriented
User Empathy
Innovation Mindset

My Career Journey

  1. Innovation & AI Phase
  2. Strategy & Research Phase
  3. Experience Design Phase
  4. Technical Expertise Phase
  5. Education Phase
  6. HumanGeni Limited
    Building a global UX+AI initiativeJuly 2025 - present
  7. AstoundDigitalastound
    Group UX DirectorDec 2022 - July 2025
    UX Director
    Principle UX DesignerJuly 2021 - Dec 2022
  8. Leo Burnett
    Senior UX DesignerFeb 2019 - July 2021
  9. Ipsos MORIGfK
    Principle UX ConsultantJan 2017 - Sept 2017
  10. B!O
    Senior Service DesignerNov 2016 - Jan 2017
  11. exposureTBWAPublicis Sapient
    Director of User ExperienceMar 2016 - Oct 2016
  12. HAVAS
    Head of User ExperienceMar 2012 - Mar 2013
  13. myagencyTelefónica
    Head of User ExperienceJan 2010 - July 2011
  14. kitdigitalpiksel
    Senior User Experience ArchitectSep 2008 - Jan 2010
  15. Publicis Groupe
    Senior Information ArchitectJan 2006 - Sept 2008
  16. Torexretail
    Technology Consultant/EngineerJun 2003 - Jan 2005
  17. verizon
    Data Centre ManagerMar 2000 - Jan 2001
    Server & Network Engineer
  18. JMAC
    Desktop Support / IT EngineerJuly 1997 - Feb 2000
  19. Start of my journey
    Starting with a passion for product design & technology

Wearing Multiple Hats

  • UX Director
  • Research Director
  • Principle UX Designer
  • Team Leader
  • UX Consultant
Herman wearing a stack of hats
  • Head of User Experience
  • Information Architect
  • Service Designer
  • Research Strategist
  • Board Director

Have a product or service to rethink?

Get in touch