Hi there!
I’m a Product designer using my background in Advertising to create meaningful digital experiences.
About me
With a career spanning over two decades, I've seamlessly woven innovation across diverse realms.
Ten years immersed in the dynamic world of advertising ignited a fiery wellspring of creative passion within me, paving the way for the subsequent seven years dedicated to meticulously crafting user-centric product designs.
I'm perpetually driven to uncover intricacies and processes, ceaselessly seeking to comprehend the underlying "how" and "why" of each concept. My fervent enthusiasm for organization and systematic approaches invariably elevates my work, seamlessly merging the best of both creative and structured worlds.
Featured Work
Defining YEMA E-Commerce web digital experience.
How I approach work
Embracing a cross-disciplinary design methodology, I surpass traditional approaches by fusing UX fundamentals with a wealth of experience in Product Marketing, Digital Analysis, Market Research, and Brand Management.
My work philosophy
Clear experiences over unpredictability
As designers, our goal is not to eliminate complexity of friction, but rather create a clear, intuitive and understandable product experience. At times, this may mean adding thoughtful complexity.
We must constantly challenge our own assumptions
It’s easy to become over-confident in our ideas and opinions.
Rigorous iteration and testing can help bring clarity and confidence to the work.
Nothing great was ever achieved without enthusiasm
When tasked with a challenge I go deep into the problem so I can understand the core problem we’re trying to solve. Knowing this helps me make informed decisions and build enthusiasm for creating the best exprerience.
My work Process
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Understanding more about the problem space, considering potential solutions and learning about the customer and business.
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Crafting design principles to help guide project and experience decisions, and ensure alignment amongst the team.
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Diving deep into the user journey and exploring user stories, personas, channels and user decision making.
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Diverging wide and exploring a range of possible solutions. Testing, iterating, discussing and working through the problem.
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Refining a chosen direction and polishing visual design, preparing designs for engineering handoff and documenting decisions made.
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Working closely with engineering and product to ensure a successful handoff and implementation process.
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Just because a project is live doesn’t mean the work is done. Monitor its performance to discover ideas for improvement.