I'm Soraya, a multidisciplinary designer and UX educator based in Utrecht with over 15 years of experience, combining semiotics and emotional design across UI/UX, product, and environmental design.
Every decision is grounded in research, meaning, and human behaviour.
I start with observation, not assumptions. Real use reveals what surveys can't.
Trained in semiotics, I design signs that feel naturally understood across cultures.
Cognition and emotion are inseparable. I map the full emotional journey, not just tasks.
From embedded hardware to B2B platforms, I design for complexity without adding it.
