User-Centered and Business-Oriented

In an ideal world, I’d apply my ways of working through a clearly defined, agile roadmap, structured yet flexible, allowing for iteration, feedback, and continuous improvement.

However, that’s rarely the reality. If Product teams and Business Stakeholders fully understood how holistic design operates, they would view the product as a lifecycle, not just a project, embracing design as an ongoing, evolving process rather than a
one-off deliverable.

01. Discovery and Research

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  • Sprint Zero: UX | UI | Scrum Master | Product Owner | Business Analysis | Tech Leads | Stakeholders

  • Business requirements?

  • Business outcomes?

  • Target audience?

  • Stakeholder responsibilities?

  • What’s in scope?

  • What’s not in scope?

  • Dependencies?

  • Risk?

  • Deliverables?

  • Timing?

  • Defining the team's social contract on ways of working

  • Set up magic circles comms

  • Shared data

  • Decisions repository

  • Objectives and Key Results (OKRs)

  • Key Performance Indicators (KPI’s)

    - Setting KPI’s and business outcomes

    - Increasing conversion rates

    - Getting more paying customers

    - Increasing retention

  • Online research

  • Data analysis quantitative (numbers) | qualitative (types)

    - Defined API’s and data tracking

    - Separate UX workshop with the solution architect

  • Competitor analysis

    - Revenues Streams | Content Types | Primary Categories | Target Audience

    - Competitors Product Criteria Analysis: ease of use | functionality | navigation | UI declutter key content simplify | user experience | retention | timeliness

  • Customer interviews

  • Focus group workshops

  • Surveys and questionnaires

  • Personas

    - Technology data (they use) | user needs | key use activities | pain points | target future state activities

  • Empathy mapping

  • Customer journey map (current)

    - Emotions | feeling | needs | wants | pain points

02. Planning

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  • Discovery review workshop: UX | UI | Product Owner | Business Analysis

  • Create User Stories that match with business requirements

  • Scenario mapping

  • High-level user flow

  • Sitemap

    - User stories matching all scenarios

03. Conceptualising

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  • Preliminary sketches

  • Wireframes

  • Information architecture (IA)

    - Card sorting, flat vs deep website Hierarchies

    - Copywriting

    - Getting more paying customers

    - Increasing retention

  • Prototyping

  • Defining UX experimentation/validation & learning’s
    (scenario, user flows, or component level)

    - What are the target conditions?

    - What are the current conditions?

    - What obstacles are preventing you from reaching the target condition?

    - Explaining the experiment?

    - What is your hypothesis on the experiment outcome and why?

    - What was the outcome?

    - What did you learn?

  • User Testing (validation)

    - Playback + iteration

04. Design

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  • Hi-Fidelity design

    - Accessibility pass AA / AAA

    - Framework design system bootstrap, material, react native

    - Responsive design

    - Clickable prototype

  • Design documentation

05. Analyses

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  • Hi-Fidelity design

  • Assessing the outcomes

  • Measuring data to business outcomes

  • A/B testing

  • User testing