My approach

The process of UX design can vary a great deal. It’s something that depends on the project, the team I collaborate with, and goals of the design initiative.

I’m committed to continuous learning, exploring new tools, methodologies and perspectives, that help me adapt and grow as a designer. This mindset enhances my skills and it allows me to bring fresh thinking into each project. Additionally, it helps me create processes that are efficient and more inclusive, collaborative, and impactful.

Design thinking is a non-linear and iterative process. I use this user-centered approach to empathise with and understand user needs, ideate solutions, prototype, test and implement solutions. It is most useful to tackle problems that are ill defined or unknown. By focusing on the user and their needs, I can develop creative solutions, meet the real needs of the people they serve.

To build empathy I rely on a set of qualitative and quantitative research techniques that help transform problems into design opportunities and find crucial information to use in my design process.

Empathize. I aim to understand the users and their problems deeply through user research.

During the empathise phase, I rely on qualitative methods to uncover the motivations, behaviors and frustrations. One-on-one interviews allow me to connect with real people and gain empathic insights into their needs and wants. For example, I’ve used this method to explore why users leave the login flow of an eCommerce website, so quickly. In parallel, I apply usability testing to observe how users interact with a certain design.

Once patterns emerge, I use quantitative research like surveys, to gather measurable data about what users do and test assumptions I develop from qualitative research.

Define. I clearly identify and articulate users’ needs and core problems.

During the Define stage, I syntesize what I’ve learned in the empathise phase to clearly articulate the core problem from the user’s perspective. I use techniques like Point of View (POV) statements, and the POV Madib to freely find user-centered solutions. This helps me avoid defining problems through business goals alone. As an example, “we need to increase toy sales by 10%”, and instead reframe them as user needs like “Teenage users struggle to find toys that match their interests”.

At this stage, I also create personas, to keep the design direction aligned with the user context and motivations. The define stage helps me to collect great ideas to establish functions, features and other elements to solve the problem at hand. Or, at the vey least, allow real users to resolve issues themselves with minimal difficulty.

Ideate.I generate a wide range of creative solutions to address the identified problems.

At this stage, I generate a wide range of ideas without focusing on perfection. The goal is to explore the solution space freely, building on the problem statements defined earlier. I usually use techniques like brainstorming, brainwriting, mind mapping, brainwalking, SCAMPER, Worst Possible Idea, and co-creation workshops to stimulate free thinking and expand the problem space.

Each method helps surface unique perspectives. These sessions create space for innovation and help uncover unexpected, user-centered possibilities.

Prototype.I build versions of these solutions, going from paper prototyping to high-fidelity versions.

At this stage, the aim is to identify the best possible solution for each problem. I produce a number of scaled-down versions of the specific product features or the product itself to investigate the key solutions generated in the ideation phase.

I prototype anything from paper sketches to interactive mockups created with a tool like Figma, with which I am familiar.

Test.I test these solutions with users, then refine and improve them based on feedback..

In the test phase, I evaluate prototypes with real users to see how well they solve the defined problems. Through methods like moderated and unmoderated usability testing, I observe interactions and identify friction points.

Since design thinking is in an iterative process, the results generated are often used to redefine additional challenges or uncover further problems.

My Role as UX Designer

As a UX Designer, I have experience working across different companies, digital products and experiences I collaborate closely with product managers, UI designers, writers, marketers and developers to create high-fidelity screens and prototypes that represent, how the product will look and function once it’s released to public. I often gap my self between the users, the development team and key business stakeholders.

My focus is always on understanding the user behavior, their goals and what they want to achieve. Throughout the design process, I aim to ensure that very of my decision functions well and delivers a positive experience, both for users and business needs.

My work covers a wide range of UX activities as part of my role . I lead goal-setting sessions, team workshops, and help synthesize outcomes into actionable insights. I gather information about stakeholder stakeholders. I conduct research, define complex user flows and information architecture, generate ideas using various ideation techniques to solve user’s problems. I prototype designs, which can range from simple paper sketches, to wireframes as well as mid and high-fidelity digital mockups. I design user interfaces that are responsive and accessible, maintaining consistency through design systems. I regularly review my designs and give feedback to teammates and stakeholders.

I also implement analytics practices, I tracking and analyzing UX metrics across touchpoints. I conduct both qualitative research (user interviews and usability testing) and quantitative research (behavioral analytics) to validate and refine design decisions based on user feedback and concrete evidence.

My experience and skills equip me to work a cross of variety of environments, such as Product-focused companies, agencies and consultancies, Government, nonprofit, and academic organizations

| primarily work within human-centered methodologies such as design thinking and Lean UX . In addition to that I’m also familiar with Agile, Human Centered Design, Scrum and Kanban principles. I adapt my process based on the project’s unique context, the team, the user needs, constraints and design goals. This flexibility allows me to collaborate in both fast-paced Agile environments and structured design-led teams.