Hi! I’m Emilia—Digital Designer and the person behind Efectivi

I’ve been in digital learning since 2017, and in that time, I’ve seen first-hand how the industry churns out eLearning as a box-ticking exercise, rather than a tool to solve problems…

The more I worked, the more frustrated I became with the standard, cookie-cutter templates everyone was using.

I quickly realised that eLearning is stuck in a rut.

One experience really drove that point home…

While working at Boots UK, I redesigned some pharma training modules that were painfully long and dull—some even running for 3 hours.

I took a trip to my grandad’s care home to speak to the carers about the training. They told me that it was long and difficult to get through, but they had to do it to keep their jobs.

That conversation made me realise just how badly eLearning was failing to serve its purpose.

I couldn’t sit with that.

I started working overtime, learning how to combine UX design and visual communication to make training that worked for people, not against them.

From there, I knew I had to take a different approach to eLearning…

…especially when working with customer service agents at Glovo (Delivery Hero) in Barcelona.

These learners weren’t invested in their roles—they were there temporarily, and the usual training methods just didn’t cut it.

The team was already using gamification, but they wanted me to take it to the next level. With my background in designing an educational game app at university, I was eager to experiment.

Over the next two years, I pushed creativity to its limits.

By immersing agents in imaginative worlds that reflected real world scenarios and combining that with bite-sized microlearning for quick comms, we created experiences that were not just engaging, but impossible to ignore.

It proved that, when done right, gamification could transform learning and performance.

Then, in 2021, I launched Efectivi with a simple mission:

to create effective, engaging, and measurable learning.

We blend UX principles, storytelling, and gamification to create experiences that people don’t just tolerate but enjoy.

Our work with Nestlé on digital skills training for Microsoft Teams features was a prime example of this…

By designing an experience that connected with the users, we were able to boost engagement and results, proving that learning doesn’t have to be a chore—it can drive business success.

In 2024, I joined forces with Pedro, my partner and former Amazon Product Manager:

My path here wasn't typical L&D. Coming from Ops & Product, I was an end-user first (and not a happy one).

I suffered through hours of eLearning that felt like a sermon or simply irrelevant.

The classic was a mandatory annual training on lifting heavy boxes in the warehouse... for my office job… six years in a row.

But I also saw the potential. I led a programme where training helped drive $2.1M in savings.

I had proof – good learning works.

Still…

I saw the L&D industry in a permanent existential crisis…

Are we making a difference?

Can we prove value?

For me, this was down to two things:

Form over substance
An obsession with flashy tools over WHAT the training needed to achieve and WHY it mattered to the user (and the business paying for it!).
When learning isn't treated like a product, it becomes that annoying corporate obligation that just wastes time.
No proof of impact
In my old roles, measuring results was mandatory. But in digital learning it’s often skipped. Without proving ROI, how can learning be strategic?
Even with my $2.1M win, the learning team never asked about the impact. They delivered the course; I was the one tracking the results.

This became the catalyst for joining Efectivi.

I had clear my contribution would be:

Help organisations treat digital learning like the strategic product it is – relevant, engaging, focused on substance.

Measure and prove the impact of digital learning with real data, ending the guesswork and proving there is ROI in digital learning.

At Efectivi, we don’t just create content. We create experiences that solve real problems.

Whether it’s through a carefully designed gamified module or a training solution that speaks directly to the learner’s needs, we’re focused on helping our clients prove the value of their learning programmes.