About me

I am a UX Architect with more than a decade of experience in the digital field researching and designing across web and mobile apps using a human centred design approach.  

Having worked across commercial as well as public sector projects within agency as well as client side environments, I am especially interested in projects that make a social impact.

I enjoy collaborating with end users, design professionals, stakeholders to understand the gaps in service/ product offering. Nothing makes me happier than when I hear feedback from an end user saying “This has made a difference in improving the way I do things!”.

My approach is to start by:

• understanding the challenges and needs of the business and their product or service users
• empathetically teasing out insights and underlying pain points
• collaborating with a team to come up with hypotheses and sketches
• validating ideas to come up with suitable solutions

Some of the UX toolkit I employ:

Sketching, mock-ups, wire-framing, UX visual design workshops, user journey mapping & analytics, competitor benchmarking, expert reviews, utilise analytics or research findings to deduce hypotheses for optimisation or A/B testing, design style guides/ pattern library.

Some of the Research toolkit I use:

Workshops, stakeholder interviews, one-on-one usability testing (in person/ remote), guerilla testing, card sorting, online surveys, affinity diagramming.