Isabella Rocha
Isabella Rocha
AI Product Designer
AI Product Designer
Human-centred. Safety-led.
Human-centred. Safety-led.
Human-centred. Safety-led.
I design award-winning AI-powered products for complex, high-stakes environments across healthcare, government, life-sciences and enterprise.
Used by 40M+ people. Currently @ IBM.
I design award-winning AI-powered products for complex, high-stakes environments across healthcare, government, life-sciences and enterprise.
Used by 40M+ people. Currently @ IBM.
I design award-winning AI-powered products for complex, high-stakes environments across healthcare, government, life-sciences and enterprise.
Used by 40M+ people. Currently @ IBM.
NHS & Better Health - 2025/26
Designed a digital coaching experience combining behavioural science and personalised interventions to help people build healthier habits.
Designed a digital coaching experience combining behavioural science and personalised interventions to help people build healthier habits.
Outcome
Outcome
A preventative health service designed to reach 39 million people across the NHS.
A preventative health service designed to reach 39 million people across the NHS.
Role
Role
Lead product designer
Lead product designer
Sector
Sector
Healthcare · AI · Behaviour change
Healthcare · AI · Behaviour change
AI-driven health & behaviour change coach
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NHS & Better Health - 2025/26
Designed a digital coaching experience combining behavioural science and personalised interventions to help people build healthier habits.
Outcome
A preventative health service designed to reach 39 million people across the NHS.
Role
Lead product designer
Sector
Healthcare · AI · Behaviour change
View case study
HMRC & GOV.UK - 2026
Initiated and led an AI-assisted design initiative, developing a faster way to turn wireframes into functional, accessible GOV.UK-compliant prototypes.
Initiated and led an AI-assisted design initiative, developing a faster way to turn wireframes into functional, accessible GOV.UK-compliant prototypes.
Outcome
Outcome
Reduced prototyping time by 89%. Established a reusable toolkit and onboarding/coaching resources to enable wider adoption across IBM, GOV.UK and HMRC.
Reduced prototyping time by 89%. Established a reusable toolkit and onboarding/coaching resources to enable wider adoption across IBM, GOV.UK and HMRC.
Role
Role
Founder & lead product designer
Founder & lead product designer
Sector
Sector
Public sector · AI-assisted design · Design systems · Workflow
Public sector · AI-assisted design · Design systems · Workflow
AI rapid prototyping tool
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HMRC & GOV.UK - 2026
Initiated and led an AI-assisted design initiative, developing a faster way to turn wireframes into functional, accessible GOV.UK-compliant prototypes.
Outcome
Reduced prototyping time by 89%. Established a reusable toolkit and onboarding/coaching resources to enable wider adoption across IBM, GOV.UK and HMRC.
Role
Founder & lead product designer
Sector
Public sector · AI-assisted design · Design systems · Workflow
View case study
AI scientific model discovery & management platform
AI scientific model discovery & management platform
View case study
GSK - 2024/25
Designed an enterprise platform that gives scientists a central way to discover, access and manage computational models across research and development.
Designed an enterprise platform that gives scientists a central way to discover, access and manage computational models across research and development.
Outcome
Outcome
Connected 198 scientific models across 34 platforms, creating reusable model ecosystem for scientific teams.
Connected 198 scientific models across 34 platforms, creating reusable model ecosystem for scientific teams.
Role
Role
Lead product designer
Lead product designer
Sector
Sector
Life sciences · Enterprise AI
Life sciences · Enterprise AI
AI scientific model discovery & management platform
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GSK - 2024/25
Designed an enterprise platform that gives scientists a central way to discover, access and manage computational models across research and development.
Outcome
Connected 198 scientific models across 34 platforms, creating reusable model ecosystem for scientific teams.
Role
Lead product designer
Sector
Life sciences · Enterprise AI
View case study
Awards
National Women in Tech Winner
National Women in Tech Winner
2025 | Target Jobs
Entrepreneur of the Year Winner
Entrepreneur of the Year Winner
2025 | IBM Global
Women of the Year Tech & Consulting Finalist
Women of the Year Tech & Consulting Finalist
2025 | UK IT Awards
Technology & Leadership Rising Star Winner
Technology & Leadership Rising Star Winner
2024 | Novi
London Degree Apprentice of the Year Winner
London Degree Apprentice of the Year Winner
2024 | GOV.UK
Young Star of the Year Winner
Young Star of the Year Winner
2023 | Women of the future
Awards
National Women in Tech Winner
2025 | Target Jobs
Entrepreneur of the Year Winner
2025 | IBM Global
Women of the Year Tech & Consulting Finalist
2025 | UK IT Awards
Technology & Leadership Rising Star Winner
2024 | Novi
London Degree Apprentice of the Year Winner
2024 | GOV.UK
Young Star of the Year Winner
2023 | Women of the future
Beyond the screen
Speaking, community building, industry recognition and sharing ideas to make technology more inclusive, accessible and human.
Invited to 10 Downing Street to discuss inclusive AI design.
Women of the Future: Young Star of the Year, 2023
Founder of 43K+ community · Exploring GenAI for innovation
Invited to speak at the United Nations
Mentoring · Volunteering · Public speaking
Content creator · AI, design & tech
Beyond the screen
Speaking, community building, industry recognition and sharing ideas to make technology more inclusive, accessible and human.
Invited to 10 Downing Street to discuss inclusive AI design.
Women of the Future: Young Star of the Year, 2023
Founder of 43K+ community · Exploring GenAI for innovation
Invited to speak at the United Nations
Mentoring · Volunteering · Public speaking
Content creator · AI, design & tech
About
Hi, I’m Isabella Rocha, an award-winning AI Product Designer with 5+ years of experience and a founder’s mindset. With a background in fine art and entrepreneurship, I built and sold a six-figure business at 20. Today, I design human-centred AI experiences, champion inclusive technology and contribute to shaping the future of AI. My work has earned 5x industry awards, including an invitation to 10 Downing Street and United Nations.
About
Hi, I’m Isabella Rocha, an award-winning AI Product Designer with 5+ years of experience and a founder’s mindset. With a background in fine art and entrepreneurship, I built and sold a six-figure business at 20. Today, I design human-centred AI experiences, champion inclusive technology and contribute to shaping the future of AI. My work has earned 5x industry awards, including an invitation to 10 Downing Street and United Nations.
Values
People first
Design should help people feel understood, included and in control.
Do what’s right, not just what’s possible
Build responsibly.
I design for when things go wrong.
Test. Learn. Adapt. Especially with AI.
Take ownership. Go above & beyond!
Small tasks. High-impact. Keep learning.
Working with AI
Values
People first
Design should help people feel understood, included and in control.
Do what’s right, not just what’s possible
Build responsibly.
I design for when things go wrong.
Test. Learn. Adapt. Especially with AI.
Take ownership. Go above & beyond!
Small tasks. High-impact. Keep learning.
Working with AI
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