articles

I write about:
#designthinking, #productdesign, #prototyping, #figma, #designsystems, #designingforstartups, #wireframing

Product Discovery - What, Why and How

September 18, 2023
·
Design Thinking
Design Thinking - Product Discovery
In the fast-paced world of product development, success hinges on the ability to create products that not only meet customer needs but also delight them. Product discovery plays a pivotal role in this process, helping teams identify and define what to build, why it matters, and how to bring it to life. In this article, I'll delve into the fundamental aspects of product discovery, shedding light on its importance and providing actionable insights into how to conduct effective product discovery.
Read article

Selected Case Studies

#design-systems
Sr. Product Designer @ Bluebeam
Dec. 2019 - Nov. 2020

AXIS - Atlas Experience Implementation System

Crafting a design language that provides Atlas applications (mobil & web with a unified and coherent experience.
#ui
#ux
#strategy
Sr. Product Designer @ Bluebeam
Dec. 2019 - Nov. 2020

Atlas mobile & web applications

Improving current experience of the web app for the info keepers and crafting a new mobile app for the info seekers.
#ux
#strategy
Sr. UX Architect @ Mobiquity
Jun 2017 - Dec. 2019

Kum & Go &Rewards App

Redesigning the app to introduce elements of personalization, engagement and delight.
Craft a design language that provides Atlas applications (mobile & web) with a unified and consistent experience.
#ui
#ux
#strategy

Bluebeam Atlas

Sr. Product Designer
Dec. 2019 - Nov. 2020
Improving current experience of the web app for the "info keepers" and crafting brand new mobile app for the "info seekers" in the field.

Selected Work ––––––––––––––––––––––––––––––

Product Design
Design Systems
UX Design & Strategy
Provi Logo

Sponsored Content Hub- Ads and Merchandising

Product Design
An internal ad creation tool that helps Suppliers curate a list of selected products and custom storytelling components (responsive web)
View Project
Provi - PLP Product Design
Provi Logo

Product Listing Pages

Product Design
Providing the foundation for a list view that allows a retailer to compare products and make better purchasing decisions (responsive web)
Coming soon...
Provi - PLP Product Design
Bluebeam

Bluebeam Atlas

Product Design
Building visualization solution that "maps" built world across the entire construction project lifecycle (web & mobile)
Coming soon...
Provi - PLP Product Design
Provi Logo

Evolving "Fizz"

Product Design
Leading the efforts of building a design system used by 50+ engineers and 6 designers along with design systems engineer resulting in higher productivity and faster feature development.
Coming soon...
Provi - PLP Product Design
Fetch

Evolving "Bones"

Product Design
Build, maintain & evolve a scalable & efficient design system to make the app feel cohesive.
Coming soon...
Provi - PLP Product Design
Bluebeam

Evolving "AXIS"

Product Design
A new design system for the Bluebeam Atlas web and desktop application experience
Coming soon...
Bluebeam Atlas Design System
Kum & Go

Mobile Ordering & other delights

Product Design
Bringing convenience to-go while earning rewards
Coming soon...
Provi - PLP Product Design

EXPERIENCE ––––––––––––––––––––––––––––––

UX Certification Badge from Nielsen Norman Group

Provi

Lead Product Designer (2022 - Current)

Designing end-to-end product experience for alc-bev industry (suppliers and buyers) as well as the creation and evolution of the design system.

Fetch Rewards

Senior Product Designer (2021 - 2022)

Worked on the core product experience. Led the creation, evolution, and maintenance of the design system.

Bluebeam

Senior Product Designer (2020 - 2021)

Designed end-to-end product experiences for the AEC industry. Led the initiative of building AXIS (Design System) from scratch.
View my entire experience on LinkedIn

10+ years of hands-on product design experience

For more than 10 years, I’ve been designing applications with a focus not only on how it would look (user interface) but also how it would feel and function (user experience).

In all these years, I’ve been honored to work with some amazing companies like Kum & Go, Kaleo, and more not just as a designer, but as a partner combining strategy, design and research to deliver engaging digital products.

Currently working at Provi leading the creation and evolution of Design System, as well as architecting experiences for the suppliers, bars, restaurants and retailers.

Send a message

Expertise

From flowmaps, wireframes and prototypes to visual designs, it’s a never ending journey on the path to expand my expertise.

#design-systems

Design System

Design System
  • Enable shared set of principles and rules to build components (dev.)
  • Increase efficiency and consistency to build faster products at scale (dev.)
  • Reduce design and development cost
  • Build loyalty and trust (customers)
  • Reduce friction and cognitive load for customers
#strategy

Competitive Analysis

Competitive Analysis
  • Get strategic insights into the features, functions, flows, and feelings
  • Inform the design process
  • Know the strengths and weaknesses of your competition
  • Have reliable evidence when making product changes
  • Help focus efforts in a target market
#strategy

Heuristic Evaluation

Heuristic Evaluation
  • Uncover and solve usability problems
  • Focus on specific problems
  • Uncover and solve flow issues on overall customer experience
  • Uncover consistency and standard user experience issues
  • Help customer's recognize, diagnose, and recover from errors.
#strategy

Product Design Planning

Product Planning
  • Create a UX Roadmap
  • Continuous discovery to understand customer's pains and needs
  • Prioritize the customer's pains to be solved
  • Create iteration plans and process
  • Build a cohesive process and design team
#ux

Flowmaps

UX flowmap
  • Understand customer scenarios and journey
  • Get an overview of how a customer would navigate through the product
  • Visually trace the steps the customer takes to complete tasks
  • Understand customer interaction and behavior touchpoints
#ux

Information Architecture

Information Architecture Mapping
  • Get an understanding of how content should be structured
  • Get an understanding of how content should be presented to the customer
  • Craft meaningful and customer-centric taxonomy
  • Get organized content schemes based on customer's context
#ux

Wireframes

UX wireframes
  • Get an understanding of the user flow
  • Get an understanding of the features and functionality first
  • Helps to understand the intent
  • Helps focus on usability
  • Identify how your site/app will handle growth - scalability and flexibility
  • Iterate and save time
#ux

Prototypes

UX prototypes
  • Get a better understanding of the design intent
  • Provide and gather early feedback
  • Help get validation before development
  • Use to test with customers
  • Get a clear idea on the behavior and choreography
  • Iterate and save time

Selected Work

From flowmaps, wireframes and prototypes to visual designs, it’s a never ending journey on the path to expanding my skillset.

Kum & Go &Rewards App

Improve the current app experience by introducing elements of dynamism, surprise, and delight that would lead to customer engagement.

Read Case Study

ATK Digital Twin App

Design a smart application that enables real-time visibility into shipment’s location, predictive analysis for demand forecasting and more.

Pebbles of Hope App

Redesign the app allow medical professionals and parents of preemie babies to be able to communicate and ask/answer any concerns they might have.

Read Case Study

Let's Connect

For any work inquiry, project collaboration, consultation and/or partnership, please reach out to me by sending me a message. I'd be happy to help.

Send a message