Building products for people

Great UX (User Experience) can mean the difference between a successful product and one that fails to gain traction in the market. At its core, UX is the emotion, intuition, and connection that people feel when they interact with a product or service. Delightful experiences drive word of mouth and organic virality, while poor experiences create disappointment and frustration, reducing the likelihood of users returning to a product.

My ultimate goal is to create meaningful solutions that make a positive impact on people’s lives and improve their work and well-being. I aim to achieve this goal by helping startups and businesses build products and services that become:

Learn more about my Product Design Approach


Key principles: 

  1. We don’t just build a product, we build relationships with people.
  2. Keep things simple!
  3. Make things clear.
  4. Apply scientific thinking vs wishful thinking.
  5. Convert guesses into hypotheses.
  6. “If we do {this}, then {that} should happen”.
  7. No need — no build. If nobody needs it, then don’t build it.
  8. The simplest execution is usually the best one.
  9. Refer to qualitative and quantitative data. Test early and often.
  10. Focus on the efforts that bring the most value.
  11. People, not users.
  12. Dig into the root cause of a problem. Use 5 whys technique.
  13. Identify delighters vs frustrators.
  14. Support vs manipulate.
  15. Naming is crucial.
  16. Microcopy is important.
  17. Content is the key.
  18. Remove all noise.
  19. Make sure people can recover from errors well.
  20. Apply Kano Model.
  21. Start with an end goal.
  22. Focus on results, not deliverables.
  23. Be productive, not busy.
  24. Use UX framework.


Recent product design. CONXAI.

CONXAI is an AI based SaaS that understands construction. It makes it easy even for non-tech users to configure and scale AI-powered analytics solutions for a variety of construction use cases in health, safety, logistics and quality. As a full-time Product Designer I completely rebuilt the UI, information architecture and design system to bring the product to the next level.


Featured case study. Picterra.

Picterra is geospatial cloud-based-platform specially designed for training deep learning based detectors. It automates the analysis of satellite and aerial imagery, enabling users to identify objects and patterns (road cracks, damaged roofs etc.) at scale, anywhere on Earth.

As a full-time UX Designer, I was leading every aspect of Picterra User Experience. It included: research, analytics, interviews, prototyping, UI design, usability testings, conversion optimisation and many more.

Check the case here: Picterra Case Study


What’s next?