Women In Design feat. Vee Rogacheva

In this Women In Design feature, we caught up with Vee Rogacheva, Head of Product Design at Go.Compare which is part of Future Plc.

Vee emphasizes the importance of empathy, accessibility, and diversity in her work. She also highlights the unique contributions women bring to design, the need for mentorship, and the importance of owning your career to unlock opportunities for growth and success.

Could you please introduce yourself as well as your background? 

Hi, I’m Vee Rogacheva, and I’m the Head of Product Design at Go.Compare which is part of Future Plc. I lead a team focused on building experiences that help millions of people across the UK save money.

Go.Compare is a regulated business and the design team is responsible for helping users achieve their financial goals. Our solutions are informed by deep understanding of users, grounded in research, and from the synergy between cross-functional teams and experts.

Before joining Go.Compare, I worked in the Education Technology sector, where I gained valuable insights into creating impactful experiences for users from different parts of the world. Prior to that, I was a user-centered design consultant, working with clients such as The Samaritans, Drinkaware, and Guide Dogs. These experiences helped me develop a deep appreciation for designing with empathy and purpose, focusing on accessibility and the diverse needs of different user groups.

At Go.Compare, I’m passionate about creating solutions that have a real impact on people’s lives, while nurturing a team culture that values creativity, inclusivity, and continuous learning.

In your opinion, what unique perspectives or contributions do you think women bring to the design industry? 

As women we often have to challenge stereotypes and bring diversity into design thinking itself. By being in leadership positions, we can also influence the way products are shaped—ensuring that design is not just for a single type of user, but for a wide array of individuals with different backgrounds, needs, and expectations. This results in products that resonate more deeply with a broader audience, fostering inclusivity.

Women are also in a unique position as they, willingly or not, serve as role models for other women in any industry and design is no different. That means that female designers are often expected to not only perform at the highest level but also represent and pave the way for others. This dual role can bring added pressure and can be very tiring, no wonder so many women quit.

I’m passionate about unlocking opportunities in design for other women, which is why I got involved in co-organizing Ladies that UX Bristol, a community that supports women and under-represented genders on their design journey. We get together once a month and it’s a great opportunity to network and learn.

In an attempt to capture some of the Wisdom you’ve gained as a woman in the design sector so far, what is the 1 thing that you’d like to pass on to your peers as well as the future generation of talent within your sector?

I can’t emphasise enough the importance of owning your career. It’s crucial to proactively seek out opportunities for growth. A great example of is the story of my team member, Monica. She previously worked in another team here at Future and reached out to me, expressing her interest in design and her desire to transition from marketing to a UX role. Her initiative not only showcased her passion but also opened the door for her to explore new possibilities in her career. She has been a great addition to the team, bringing in all those skills she already had and quickly gaining new ones as she is now taking on bigger and bigger projects.

If anyone reading this is thinking about reaching out, I can’t promise you a job but I’ll always find time for people looking to break into design or wanting to become better designers. It’s essential to reach out, seek advice, and gather insights from those who can help you navigate your journey. Connecting with peers and mentors helps build your confidence and unlocks valuable opportunities to craft a fulfilling career in design.

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If you’re inspired by the stories and wisdom shared in our ‘Women In Design’ series and would like to contribute your own experiences, we’d love to hear from you. Creatives at all levels, please email us and your story could be the next we feature.