Building joy-driven value.

Results-oriented lead UX designer with 15+ years experience across digital agency, B2B SaaS, and internal enterprise tools. Leads complex redesigns, defines processes, and promotes collaboration boosting organizational efficiency. Delivers scalable design systems, personas, and intuitive UX to improve consistency and overall employee and customer experience.

Case Study

TruPay is a biometric payments startup replacing phones and cards with thumb, face, or corneal authentication. Designed to integrate with ultra-modern POS systems like customer service humanoids or as attachments to current cashier systems. Promotes safety in robotics enabled restaurants, gas stations, airports, and more. Enables device-less transactions while offering rewards and fraud protection.

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A strategy for success

Design Thinking from Stanford and IDEO is a great starting point — I’ve built on it with my own insights.

The secret sauce? Alignment & focus.

1. Gather critical data

Discover and Empathize

Stakeholder Engagement: Begin by understanding the business objectives and aligning with key stakeholders.
User Research: Conduct in-depth qualitative and quantitative research to understand user needs, pain points, and behaviors.
Data Triangulation: Combine insights from interviews, surveys, analytics, and existing databases to form a holistic view.

2. Pinpoint the problem

Define and Align

Problem Framing: Clearly define the problem space, ensuring it resonates with both business and user needs.
Personas & Journey Mapping: Create or refine personas and journey maps that are well-tested and reflect current user behaviors.
Stakeholder Workshops: Facilitate sessions to align on the problem definition, ensuring all voices are heard.

3. Explore solution routes

Ideate and Explore

Divergent Thinking: Use the Double Diamond approach to explore a wide range of ideas, fostering creativity and innovation.
Prioritization: Work with cross-functional teams to prioritize ideas based on impact, feasibility, and alignment with business goals.

4. Follow the path & execute

Prototype and Validate

Rapid Prototyping: Develop low-fidelity prototypes to quickly test assumptions and iterate based on user feedback.
User Testing: Conduct usability tests to validate solutions, focusing on critical pain points and areas of improvement.
Data-Driven Iteration: Use both qualitative and quantitative data to refine prototypes, ensuring they meet user needs and business objectives.

5. Share findings regularly

Implement and Share

Agile Development: Collaborate closely with development teams using Agile methodologies, ensuring continuous feedback loops.
Design System Maintenance: Maintain and update a consistent design system with reusable components.
Documentation & Knowledge Sharing: Share findings through playbooks, presentations, and updated personas. Build a research repository that is easily searchable and accessible to all stakeholders.

6. Excel as individuals & teams

Reflect and Grow

Retrospectives: Regularly conduct retrospectives to reflect on what worked and what didn’t, fostering a growth mindset.
Team Coaching: Mentor and coach team members to surface critical issues, be force multipliers, and continuously improve their craft.
Continuous Learning: Stay curious and committed to learning, embracing failures as opportunities for growth.