Guideline
Design Process
User-centered Discovery
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.
Empathize & Define
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.
Understanding the Problem
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.
Foundational Design
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.
Usability Testing
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.
Documentation & Communication
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.