Barbara is a creative and impact-driven product leader with over eight years’ experience building standout app experiences in eCommerce and financial services. From transforming native apps to launching features that drive real user and commercial impact, she thrives on solving complex problems in fresh, meaningful ways.
Barbara bring a unique blend of commercial acumen, thanks to her early career in eCommerce trading and deep product expertise, with a strong belief in aligning business, UX, and engineering to deliver scalable value. She is passionate about sustainability, tech for good, and building high-performing teams grounded in empathy and purpose.
In your own words, what’s your role in the app business right now?
As a product lead, my job is to make sure our apps are evolving to meet changing user needs and business priorities, while also delighting our users. In short: making the app-y magic happen for our customers.
How did you end up working in apps?
It was all pure chance. I did an MA in English Language and Linguistics and ended up applying for eCommerce jobs. I was interviewing for a role on the web team at Boohoo, but they thought I was better equipped for the app team. That really was the start of my journey, and I haven’t looked back since.
What are you most excited about in apps right now?
There’s an undeniable shift towards AI-everything, but people are also returning to more grounded experiences in their lives, whether that’s crafting or growing their own food. I’m intrigued to see how tech development is going to fit in with all this. Tech should be used for good, after all.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
I am eternally grateful to have worked with Paul Dossis as my App UX Designer at Boohoo for over four years. He is absolutely brilliant at his craft and a wonderful collaborator. I learned a lot from him about app design (the good, the bad, and the ugly), and we pushed each other to be better at our jobs every single day.
I feel incredibly lucky to have had many amazing managers and leaders who saw my potential, believed in me, pushed me to improve every day, and encouraged me to just go for it. Everyone I’ve had the opportunity to work with has inspired me or helped me grow as an individual in one way or another. It sounds cliché, but it’s true.
What’s in your app tech stack?
There’s a whole range of tools I tap into to understand our app’s performance, from trading KPIs in Power BI to Crashlytics in Firebase, retention to engagement, and everything in between (AppsFlyer and Contentsquare, just to name a few). It’s not a lack of insights that holds us back, but more importantly, user research, which is a rich fountain of data.
What do you like most about working in apps?
It’s an ever-evolving industry, and no day working in the app space has ever felt the same. I like learning, and working on apps is a continuous learning curve. I enjoy that the tech and capabilities are always changing; something that seems impossible right now might well be achievable in a few months or years.
What one thing would you change about the app industry?
The biggest challenge I see is that you’re never just the one app someone has on their device. You’re one of many, and that will never change. I believe it is our responsibility to be the gatekeeper of our users’ time, to make sure we don’t steal them away from their busy lives but help them get jobs done quicker so they can get back to their lives. This might be an unpopular opinion, but we should break free from this isolated app view.
If you weren’t working in apps what would you be doing?
I would run a strawberry farm with a little pottery studio attached to it, showcasing my photography — that should keep me busy.
iOS or Android?
iOS.
What app(s) have been most useful to you over the last year?
Spotify. I live for music and Spotify Wrapped is hands down my favourite feature in the world. I get so emotional every time it comes out.
What’s on your Spotify playlist?
Taylor Swift at the moment.
Any TV show recommendations?
Yellowstone — the scenery alone is just glorious.
Is there anything else we should know about you?
I’m shy around people I don’t know, and I struggle with small talk, but I wear my heart on my sleeve and am very straight to the point (that’s the German in me). I’m always happy to chat about all things app, as well as pottery, photography, and gardening. Happy to connect and support you where I can.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
