A creative soul living at the intersection of great customer experience and delivering on the strategic vision for digital products.
Design process
STEP 1: PRE-DISCOVERY
I engage with key stakeholders, including directors, product owners, SMEs, project leads, and the data and analytics team, to understand initial requirements, current market positioning, and the unique value proposition. At times, I may also conduct greenfield activities or surveys to create a high-level vision of the perceived goal. All my initial findings are then collated into a project poster on Confluence.
STEP 2: DISCOVERY
Next, I connect with users through interviews to gain deeper insights into their needs, challenges, and behaviours within the problem space. The discovery methodology I choose depends on the complexity and ambiguity of the problem I’m addressing. These are documented through technologies like Dovetail, Askable, or external vendors.
STEP 3: PROJECT DEFINITION
After synthesizing my research findings into a clear problem statement or user segments, I conduct workshops with relevant team members to narrow our focus and outline the Jobs to Be Done (JTBD) on a FigJam or Miro board. Together with the product manager and tech lead, we complete the project poster, outlining the key steps, milestones, required resources, and success metrics. Finally, we seek approval from key leaders to proceed.
STEP 4: IDEATION
During this phase, either autonomously or in collaborative sessions, I help generate a wide range of ideas and solutions to address the problem. We map out various user journeys to form an initial picture of the ideal experience. I also draw inspiration from blue-sky thinking to push creative boundaries and explore innovative possibilities.
STEP 5: PROTOTYPING
On a case-by-case basis, I develop low-fidelity wireframes and prototypes to visualise and test ideas quickly. I then continuously iterate on these designs based on feedback, progressively refining them into high-fidelity concepts. Additionally, I participate in regular design walkthroughs with technical teams to address perceived risks, understand technical constraints, and gather delivery estimates. We present our high-fidelity mockups to key stakeholders and technical teams to ensure alignment with delivery estimates and to communicate any new components that need to be added to our GEL library.
STEP 6: CUSTOMER VALIDATION
I validate solutions with real users by conducting usability testing, A/B testing, and both moderated and unmoderated feedback sessions using tools like Askable and HotJar. I analyse user behaviour to identify areas for improvement and refine the experience to enhance user satisfaction.
STEP 7: IMPLEMENTATION
I hand over my Figma designs along with detailed documentation to the technical team to support development. I partner with marketers, designers, developers, and other teams to review build quality, ensure successful integration, and maintain design parity. Post-release, I monitor user adoption, conversion rates, churn rate, FCR, CSAT, and NPS scores to gather feedback and plan necessary adjustments for future iterations based on long-term user needs and market trends.
Professional competencies
DESIGN
Mobile app design | Responsive web design | Conversation design | Strategic and scalable design | Accessibility and inclusive design | Prototyping | Wireframing | Rapid iteration | User experience design | User Interface Design | Interaction and haptic design | Product optimisation | Design systems (GELs) | Quality assurance | Brand design | UX writing | Social media | Content and SEO
RESEARCH
Voice of the Customer | Surveys | User Interviews | Quantitative analysis | Competitive analysis | Market research | Research synthesis | A/B testing | User testing | Usability testing | Information architecture | Personas | Journey and empathy mapping | Workshopping
LEADERSHIP
CX strategy | Product ownership and roadmap | Lean start-up canvasing | Budgets | Building teams and talent capabilities | Communication and presentation | Stakeholder and partners relations | Cross-functional collaboration | Delivery process building | Commercial modelling
Tools
Even as a design leader outlining CX strategies in my recent roles, I’ve remained hands-on, actively working with the following product design and measurement tools.
