More than 7 years experience helping organizations define and deliver digital products.

My expertise ranges from in-depth ethnographic research to building and usability testing prototypes/projects, to accessibility reviews, to producing UX documentation for engineering teams and data analysis to optimise the conversion rate and business goals.

I can bring any of the following to your projects as a practitioner, or lead a team of user experience designers and support them throughout the lifecycle of a project.


Understand business needs before every project

  • Client / stakeholder Interviews
  • Metrics | Data analysis
  • Understand business needs
  • Create hypothesis
  • Define realistic goals | Challenge

... and more


Start research using different techniques based on the project

  • Persona creation
  • Empathy map
  • User stories | Jobs to be done
  • Heuristic analysis
  • Usability testing

... and more

Analysis and definition

Finding the problem based on user and business needs:

  • Affinity diagramming
  • Pain points detection
  • Prioritization | Kano model
  • Product backlog creation

... and more

Think and start building the solution

Exploring potential solutions to the problem

  • User flow
  • Wireframing
  • Information architecture definition
  • Customer journey mapping

... and more


Creating design deliverables, working with Agile product team to build an MVP and beyond

  • UI design
  • Accesibility
  • Client / stakeholder presentation
  • Iteration

... and more


After delivering, I love to know if the final product is useful for users, and it helps to achieve the business goals

  • Quantify the user experience
  • Dashboard creation & analysis
  • Conversion rate optimization process
  • Iteration based on user and business needs

... and more