Interview

I begin the discovery phase by interviewing stakeholders to gather details about the KPIs (Key Performance Indicators) they want to address. I ask for any references or inspiration they’ve collected to understand the motivation behind the request. From there, I discuss the desired outcomes and share my perspective on what would be the MVP (Minimum Viable Product) for the project, ensuring alignment on expectations and the limitations of technology, time, and resources.

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I then provide a projected project timeline based on my current workload and the complexity of the project.

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In the research phase, I dive deeper into end users' needs. Depending on stakeholder input, I start by identifying pain points and highlighting positive experiences in the funnel to avoid disrupting what already works. I conduct a competitive analysis and review any available research documentation to inform my decisions.

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If applicable, I build user funnels to pinpoint where users are encountering friction. I also utilize heat maps to gain further insights into user behavior.

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Using this information, I develop user personas (if needed) and map both the existing and desired user journeys. Next, I jump into ideation, creating initial user flows in FigJam. I follow up with stakeholders to present my findings and outline the proposed user flow. If stakeholders approve, I move forward with creating low-fidelity wireframes. If there are concerns, I gather more feedback and conduct additional research to validate or revise the approach.

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Once I have a solid wireframe, I present the low fidelity prototype to stakeholders and engineers for alignment. Upon approval, I move on to high fidelity prototypes, using either an existing design system or creating new components based on brand guidelines.

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After completing the high fidelity prototypes, I gather the stakeholders, engineers, and brand representatives for a final review to ensure alignment.

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From there, the next steps depend on the project’s urgency and the team’s confidence level. If stakeholders want user validation before development, I use one of two methods: either deploying A/B tests to evaluate design changes with existing users or using Figma to create an interactive prototype for user walkthroughs and feedback. I then iterate on the designs as needed to achieve the best possible outcome.

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Once finalized, I hand off the designs and supporting documentation to engineering and provide assistance as needed during development.

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After launch, I enter the validation and testing phase, relying on usability testing and heat maps to identify what’s working and where users might be encountering issues, ensuring continuous improvement.

• Stakeholder and user interviews

• Surveying and questionnaires

• Competitive analysis

• User shadowing

• Heat mapping

• User funneling

• Card sorting

• Developing user personas and stories

• Affinity mapping

• Customer journey mapping

• Storyboarding

• SWOT analysis

• Brainstorming sessions

• Sketching

• Wireframing

• Prototyping

• Complex design system development

• Design sprints

• Mood boarding and visual exploration

• UAT (User Acceptance Testing)

• A/B Testing

• Beta testing

• User walkthroughs

I use a variety of research methods depending on the project needs, timeline, and scope. I like to stay flexible so I can adapt my approach to get the most useful insights for each specific situation.

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I’m experienced in building user personas by pulling data from analytics tools like Google Analytics, Dynamic Yield, Bloomreach, etc... I look at things like session duration, user flows, and interaction patterns to figure out who the key users are and what their needs and pain points look like. This helps me create detailed personas that guide my design decisions and keep things focused on real user needs.

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I’m also comfortable running user surveys, focus groups, and one-on-one interviews. For surveys, I usually use tools like Qualitrics, or Google Forms to ask targeted questions and gather a mix of data. When it comes to focus groups and interviews, I like to keep it more conversational so participants feel at ease sharing their thoughts and experiences.

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On top of that, I often dive into user behavior research by checking out studies from sources like the Nielsen Norman Group and Baymard Institute. These studies give me a solid foundation of best practices and validated research, which I combine with my own findings to ensure that my designs aren’t just based on guesswork.

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Overall, my approach is a mix of data analysis, direct user feedback, and industry research, so I get a well rounded view of the user experience and can make better design choices that resonate with real users.

My priority is always to start with the MVP (Minimum Viable Product) to ensure that we address the core functionality and main objectives of the project first. From there, I work to incorporate the full scope of the project as time and resources allow, depending on the complexity of the task and the project timeline.

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I typically provide iterative deliverables to engineering, starting with the MVP and layering on additional features and enhancements in subsequent iterations. This approach allows engineering to decide what they can realistically achieve within each sprint while maintaining a clear focus on delivering value early on.

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By using this strategy, stakeholders are guaranteed to have a functional solution to their problem at a minimum, while still leaving room to accomplish the full scope. This method reduces risk and ensures we can respond quickly to changes in scope or feedback without compromising the project’s overall goals.

I am proficient in Figma and use it on a daily basis. I prefer it because it’s the industry leading tool in not just UX design but design in general. I am also familiar with Framer, and the Adobe Suite of products including Adobe XD.

I’m excited about AI and how it’s shaping the future of technology and design. Over the past few months, I've explored various AI tools, using them to streamline research, automate repetitive tasks, and develop project outlines more efficiently. These tools have not only sped up my workflow but have also given me new ways to generate insights and experiment with design concepts.

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I’m particularly thrilled about Figma’s recent announcement at Config that they’re developing an AI assistant within their platform that leverages existing design systems to create prototypes at a much faster pace. I see tremendous potential in this technology and would love the opportunity to help a business integrate similar AI solutions into their own design systems, making the design process more intuitive, efficient, and scalable.

I definitely thrive in a remote environment, as it gives me the flexibility to work during my peak creative periods and produce my best work. Being able to manage my time helps me focus deeply on complex tasks and ideation without distractions.

That said, I also enjoy a hybrid setup where I can come into the office for key brainstorming sessions and collaboration. Being in person during these moments adds a dynamic energy that sparks creativity and accelerates problem solving. Overall, I’m adaptable to both environments and can leverage the strengths of each to maximize productivity and teamwork.

Recently, an executive tasked me to refine a small component on the site, he expressed concerns that it didn’t align with the brand. After reviewing the request, I conducted a competitive analysis, which supported keeping the component as it was. Despite the findings, he insisted on making the desired changes.

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I proposed a compromise and implemented his suggested changes temporarily while conducting a few rounds of A/B testing to validate the impact before making a final decision. 

The results showed that the original design performed better. Upon presenting the data, he appreciated the insights and agreed to keep the component as is.

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I always find that when in disagreement the best solution is always to lean on the data to inform the final outcome. 

In a recent role, I worked on a complex project that existed before I was hired and remained on my roadmap for several years. The project had undergone continual changes and multiple iterations. This particular project faced unique challenges, from technical constraints to stakeholders with highly specific requirements.

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Throughout several design sprints, the project evolved significantly each time. To navigate these changes, I took it upon myself to learn both the technology and frontend limitations, ultimately stepping into a product management role to ensure its success.

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By taking on additional responsibilities outside my role, I was able to deliver an MVP (Minimum Viable Product) that met stakeholder expectations while ensuring compatibility with the backend systems. The final design was not only functional but also lent itself for future improvements through CRO testing.

Throughout my entire career in UX, I’ve consistently collaborated with cross-functional teams, working closely with engineers, product owners, and managers to deliver successful products. I’ve led end-to-end design projects, taking on roles that go beyond design to include project management and product strategy. This has allowed me to gain a deeper understanding of how design, development, and business requirements intersect.

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In many projects, I’ve taken on dual responsibilities overseeing the design vision while managing timelines, resources, and stakeholder expectations. This experience has equipped me to think holistically about product development, ensuring that the user experience is balanced with technical feasibility and business goals. Additionally, I’m comfortable working hands on with basic HTML and CSS to implement or refine my designs, which helps streamline the handoff process and troubleshoot minor issues before they reach the development stage.

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I’m proud to say I can bridge the gap between engineering and product management, translating technical constraints into design solutions and design goals into actionable development steps. This ability to “speak both languages” means I can facilitate smoother communication, prevent potential misunderstandings, and keep the project aligned with the original vision, all while maintaining my primary focus as a UX Designer. It’s this collaborative approach that helps ensure not only that designs are implemented as intended but also that the entire team is working toward a shared, user centered goal.

Let’s be honest, I wrote all of the above answers, but I did use AI to check my work and polish my grammar.

AI and ML are incredibly powerful and versatile tools that offer seemingly endless benefits to UX, however, behind every powerful tool, there still needs to be a “man behind the curtain” to guide its use and ensure it aligns with user needs and business goals.

That’s where I see myself, leveraging AI to enhance my workflow while bringing the human insight and strategic thinking needed to create truly meaningful experiences.

"The key to artificial intelligence has always been the representation."
— Jeff Hawkins, Neuroscientist and Inventor