I strive to understand problems, define solutions, foster empathy, and craft meaningful experiences.
I am an ambitious designer who is a passionate advocate of human-centered design. My experiences span UX design for digital products as well as service design where a more holistic understanding of a system is needed to design better experiences between a provider and user. I am equally comfortable running research studies as I am designing wireframes, mapping user journeys or building hi-fidelity prototypes. My principle belief is in simple and usable human-computer interactions, where design thinking is primarily an effective means of problem solving. My approach to design is both collaborative and iterative where insights are the basis for an informed design process.
A fluid, lean approach to design
I practice Lean UX in an Agile development environment. This naturally encourages rapid, iterative UX phases, which place a heavy focus on refinement, user input, and team collaboration. Project managers, designers, and developers work alongside throughout the entire process to implement stakeholder / business goals and user goals. My process is quick, efficient, accurate, precise, and adaptive. It is custom-tailored to each project, allowing it to yield high quality UX in any circumstance.
This is how i start a project (Well...it depends)
For me, it all starts with why – it's my favorite question in the world. Transitioning from branding, graphic, and web design to UX allowed me to delve deeper into the process, subjecting it to critical analysis. At the foundation of this questioning lies a solid support for subsequent decision-making. This authenticity aligns with my core values, both personally and professionally. Understanding stakeholders' goals and the business strategy empowers me to drive towards them. I strive to ensure that all objectives are grounded in user-centered thinking. Throughout the project, maintaining a high level of empathy for users serves as a benchmark for evaluating progress.
(Competitive analysis, Stakeholder interviews, Brainstorming, Value proposition, Ecosystem map, Mood boards, Story boards, Analytics review.)
In step 1, my curiosity drives me to learn about end users. User research fosters empathy and motivates my work. Empathy is more than an abstract concept; it requires genuine care for the people I design for. Asking "why" transforms me from a pixel pusher to a problem-solving craftsman. If I can't empathize with end users for a specific feature, it's time to engage further with the intended audience.
(Surveys, Content audit, User interviews, Card sorting, Heuristic review, User testing analysis, A/B testing, Analytics review.)
(Analysis : Personas, Scenarios, Mental models, Use cases, User flows, Heuristic review, User testing analysis.)
Design / Sketches
With sufficient input, I can now begin creating in earnest. It's time to get creative. I prefer documenting prerequisites in a brief, which can be created by me or others, and can be flexible in length and name. The key is to have a mutually agreed-upon specification by stakeholders for designing. Collaboration amplifies ideation, so fostering more collaboration is crucial. I like keeping idea generation low-fi. The 'What if...' thinking generates a multitude of ideas, both good and bad, leading to the next phase.
(Collaborative design, Content strategy, Taxonomies, Sketches, Wireframes, Mockups, Prototypes, User testing.)
Ideation / Refine
During brainstorming, playful and even silly ideas are encouraged. In the refinement stage, I focus on reining in the options generated by abductive thinking. Design thinking explores possibilities, while critical thinking narrows them down. As a UX designer, I enjoy utilizing both sides of my brain. At each stage, we revisit earlier steps, as indicated in the UX process diagram. This includes checking in with stakeholders and revisiting the "why" question to ensure we stay on track. As fidelity increases through information architecture and wireframing, we follow the high-level principles established early on.
InVision, Figma, Protopie, and Webflow are game-changers for usability testing, enabling testers to navigate user flows and identify issues. Iteration varies based on available time. I constantly seek feedback during prototyping and revise accordingly. Each cycle brings us closer to meeting key performance indicators set at the project's outset.
(Bug fixes, Qualitative user feedback, Quantitative feedback, User pain point reduction, Feature innovation.)
I will keep checking for bugs even though it's finished. “Design is never done,” and of course my work doesn’t end when I send my deliverables to the project’s developer(s). As long as I’m a part of the team responsible for the product, I’m continually reevaluating solutions and striving to improve users’ experience. That means dipping back into any and all of the previous steps, questioning why decisions were made, and accepting a certain level of inherent ambiguity in creating products that solve complex problems.