Rochelle Dancel

Rochelle Dancel is an experienced Principal and IC: Product & Service Design Lead at Dotted Line, specializing in experience strategy and UX design for a diverse range of prominent brands, including Miller Genuine Draft, Volkswagen, and the National Trust. Currently serving as Senior Service Design Lead at Nortal, Rochelle is focused on innovative projects related to cognitive cities in the Middle East. Past roles include leading service design at Planes Studio, Futurice, and Idean UK, with a strong emphasis on enhancing customer experiences across various sectors like utilities, telecommunications, and public safety. As the Founding Editor of The Backstory Life, Rochelle promotes the narratives of creators while supporting underrepresented talent. Rochelle holds a Master’s degree from Goldsmiths, University of London, and a Bachelor’s from Queen Mary University of London, complemented by studies at the University of Richmond.