My process


The Discovery phase is all about gaining insights through contextual inquiry.  It is crucial to understand and frame the problem accordingly. If the pinned problem is wrong, then so will be the designed product or service.

Research, Defining & Communicating
The research phase usually kicks off with exploratory desk research, followed by field research where I use different ethnographic tools such as interviews, focus group activities, shadowing, card sorting, diary study or co-design workshops to collect data on chosen end-users and/or experts.

General and/or behavioural patterns are translated into design artefacts such as personas, user journey, various blueprints and mappings.
All this research allows me to identify the problem and present the analysis to the relevant team to carry on.

In the Delivery phase, we will validate and develop the MVP. Here we are ideating, building, measuring and learning to bring the best user experience in a short time, at a smaller cost. If we start to develop an MVP without verifying its relevancy, then the designed product or service might be bound to fail.

Ideating & Developing Hypothesis
Using the designed artefacts to communicate my findings, I run design sprints or ideation workshops. It helps the whole team or decision-makers being in line with the current context and the problem that we want to solve.
Ideally, we end up with design principles and mock-ups that translate these principles into tangible bits of experiences or touchpoints.

When applicable, I use behavioural change’s theories to nudge the user into positive choices. To do so I apply behavioural design frameworks. 

Measuring Usability
I validate the designed concept and measure the experience through usability tests and heuristic analysis. I will keep on iterating until we reach the sweet spot: a great experience.

I also create UX metrics around goals that follow the company’s KPIs. Depending on what is to be measured, I use quantitative and/or qualitative methods to capture the metrics.