Before jumping into solutions, I focus on the
five essential W-questions:
Who are the users? What are their goals? Where and when do pain points occur? And most importantly — why do they behave the way they do?
Research, interviews, early prototyping, and collaboration with cross-functional teams help me uncover real needs and move in the right direction from the start.
User-Centered Discovery
Good design starts with a clear understanding of the problem. I use the Double Diamond model :
Discover, Define, Develop, Deliver
to work systematically and create meaningful solutions.
Competitive and SWOT analyses help me identify opportunities, gaps, and risks — both in the market and within the product strategy — laying the foundation for
user-centered innovation.
Understand the Problem
Personas make user needs tangible — based on interviews, surveys, and data.
I create clear problem statements that lead to actionable requirements.
User Stories, Job Stories, and User Flows sharpen the understanding of context, revealing potential pain points and optimization opportunities.
I involve stakeholders early to gather feedback and align perspectives.
Empathize & Define
Wireframes are essential to visualize ideas early and gather feedback.
I work in different fidelity levels depending on the phase:
Low-fidelity sketches for quick ideation
Mid-fidelity wireframes for layout and structure
High-fidelity prototypes in Figma for realistic, testable solutions
This iterative approach allows us to validate UX decisions before development begins.
Foundational Design
Testing is a continuous part of my process. Whether remote or in-person, I ensure users understand:
we’re testing the product, not them.
I work with structured test plans and consistent scripts for reliable results.
Insights feed directly into the next design iteration. Depending on the case, I also apply 5-second tests, A/B tests, or preference testing — all before handing over to development.
Usability Testing
UX doesn’t stop at the prototype. It must be documented, communicated, and shared across teams.
I create information architectures, style guides, and design systems to ensure scalability and consistency.
Close collaboration with design, development, and marketing ensures that all teams work toward a cohesive and engaging user experience.
Documentation & Communication
As a UX designer, I contribute more than just
screens and visuals — I bring clarity, structure, and strategic thinking to every stage of the process.
User-centered strategy from day one
I believe great design starts with asking the right questions — not just what a product should look like, but why it matters to users. By incorporating research, contextual insights, and continuous testing early on, I help teams make informed design decisions that are grounded in real needs. I align closely with product managers and stakeholders to ensure we’re solving the right problems — not just shipping polished interfaces.
Reducing pressure on dev teams
My role bridges the gap between product vision and technical execution. By working through complex interaction patterns and usability issues before handover, I free up developers to focus on implementation. This reduces back-and-forth, saves time, and ensures the product experience feels cohesive and intentional from the start.
A bridge between people and technology
At its core, UX design is about making technology accessible. I specialize in translating abstract or complex systems into intuitive, engaging user experiences — through clear information architecture, thoughtful interaction design, and consistent visual language. This helps teams build products that don’t just work, but resonate with people.
In short:
I help transform abstract ideas and business goals into meaningful, testable, and scalable user experiences — rooted in empathy, strategy, and craft.
The Value I Bring
