Soulful Design, Rooted in Reason – Meet Nataly

Meet Nataly Perez, Lead Designer at Hellon’s London studio, freshly arrived from Sydney, Australia. With a decade of experience spanning media, research, foresight and service design, she’s someone who knows how to read the room – and redesign it if needed.

We sat down to chat about her journey so far, her take on the evolving relationship between AI and design, and why the humble biscuit tin might just be the studio’s most underrated tool.

A decade of curiosity, and a move across the world

“I’m a Lead Designer in the CX space. My team and I help companies pinpoint opportunities to improve or create physical and digital services that effectively meet both business goals and customer needs,” Nataly begins. “We then design intuitive and impactful interactions to bring these better service experiences to life.”

Originally from Sydney, Australia, she recently made the move to London after ten years in the industry. Her path hasn’t followed a straight line – “It’s been more of a spiral than a ladder,” she says.

Nataly started her career in media and advertising but found herself increasingly drawn to campaigns that leaned into behavioural design or surfaced a deeper human truth. That spark led her to market research (“to stop guessing and start listening”), then into cultural foresight, and eventually to business and service design.

“It’s been a big decade of learning,” she reflects. “I usually just say I’m a CX strategist now – that kind of pulls it all together.”

Designing for life’s messy moments

What drew Nataly to design was never the shiny surface, but the human texture underneath it all.

“I find real satisfaction in decoding human behaviour and business objectives to actually make services and products more in tune with reality,” she says. Whether it’s an insurance claim after a car accident or a banking app that needs to do more than “just work” – she wants to design experiences that meet people where they are.

“I’m really interested in applying this thinking where it matters most profoundly: in health, aging, the often completely mishandled area of end-of-life experiences, and ensuring 'product endings' offer closure, not a cliffhanger. It’s about designing with guts and integrity, for the messy, complex reality of people's lives.”

So, what brought Nataly to Hellon?

“I really love that Hellon focuses on the human, not just as a data point, but as the source. That sparked my interest.”

What’s stood out during her first weeks is the mindset: “The biggest thing has been the dedication to not just finding the quickest solutions, but to truly understanding how to solve the right problem first. I think that’s really special.”

And the culture?

“Very collaborative and full of trust. The best kind.”

Design in the age of AI – soul meets system

Nataly’s thoughtful, grounded perspective shines through when she talks about the future of design – especially in the context of AI.

“We’ll become less focused on what’s worked before and more attuned to how best to integrate all the moving pieces: deciding which technologies to weave in, what human elements should be preserved, and which outdated methods to let go of.”

When asked if AI makes it possible for anyone to be a designer, she’s both open and clear-eyed.

“Well, sure – but it takes more than mastering AI to be a designer. It has helped democratise some aspects, like visual design, but critical thinking, emotional intelligence and human understanding are still at the core. They’re inherently human.”

She believes future-fit designers will need to deepen their ability to tap into emotional nuance, counteract bias, and design experiences that “actually nourish rather than deplete us.”

Her advice? “Allow it to feel messy. Find comfort in being vulnerable and learning to listen to your gut. Be open to failure, ambiguity, and shifting goalposts. I think this is how designers can best build resilience and reinvent themselves in an uncertain world.”

And what excites her most? “How we navigate the essential work of keeping soul tethered to the rocket of accelerating technology.”

A human-centred future, powered by clarity

Nataly doesn’t see AI as a threat – but as an amplifier, when used with intention.

“This 'intelligent age' isn't about AI being some sentient oracle,” she says, “but about powerful new tools opening up new ways of working. If we’re smart and intentional, AI can strip away the drudgery and free us up to do the actual soulful work – the complex, empathetic thinking that shifts the dial. It's a chance to amplify human ingenuity and focus, not replace it, as long as we stay firmly in the director's chair, asking the right questions and ensuring that it serves a human-centred agenda.”

She believes that human-centred design is now more important than ever. “AI can be an incredibly fast, tireless first-pass listener. But it doesn’t tell us why. That’s our role. AI clears the undergrowth, we find the hidden spring.”

“As designers, we need to be fierce guardians to ensure technology remains a bridge to connection, and not just a perfectly rendered barrier.”

Design with purpose, work with heart

Why does design matter to Nataly?

“It helps me understand the world better, and what it needs, or doesn’t need.”

Right now, she’s inspired by Hurry Up We’re Dreaming, an online platform exploring the intersection of technology and spirituality to make tech more compassionate. It’s not surprising, as her approach seems to stem from that intersection of critical thought and deep empathy.

When asked about her unofficial superpower, she says “Being observant and present enough to hear whatever is really being said, whether it’s from a client, a teammate, or a curly project problem, and helping give it form.”

As for coffee? “Decaf. In fact, ideally a chai. Sorry.”

Joy during the workday? “Raiding the biscuit tin while having a chat with my team.”

And after work? “The ideal version of me goes for a walk or goes to the gym. But in reality? I’m probably reading a book, in the sun if possible.”

Welcome, Nataly. We’re glad you’re here!