About The Professional 

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.

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.