About Me

My mantra is - never design before knowing why.

Most UX issues come from a lack of testing, research, or misalignment with business goals. So basically, not understanding the context.

I start with questions: we need to clearly understand our needs to frame the problem effectively and provide a solid rationale as to why we want a specific change to occur.It’s important to double-check what we currently have, the information architecture, and map user journeys, interactions, and flows to identify the root cause of pain points or at least opportunities to improve.

After a short audit and a clear plan, I conduct research, competitor and market analysis, and interviews; plan strategic surveys and usability testing, if possible; and align with stakeholders to understand user behavior, constraints, and business goals.

All of the above can be overwhelming, so one of the steps I strongly believe in is a feature prioritization workshop to quickly identify what is nice to have and what is important to have, along with a strategy based on time constraints, implementation difficulty, and value output.

I find that respecting at least 80% of this process, depending on the nature of the task at hand, is the most successful approach.

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P.S. All has to be organized and documented, because what if we want to understand or replicate a successful decision from 3 years ago? KPI tracking, or else why even try? How do we know it worked and how do we know why and how? Finally, UI is important; we might miss out on feature adoption due to poor visual communication, so although it’s one of the last steps, it should not be ignored.