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But what is UX Design? 
This question comes up every single week when I talk to people.
This is how I describe it:
UX means 'User Experience'. The experience the user goes through when he/she uses a product. It can be a 3D product such as a flaske or a digital product. I specialise in digital products.
UX is a problem-solving discipline. It’s about understanding users’ problems and designing software that helps solve those problems.
UX is a process. This process is sacred because it greatly reduces the risk of building the wrong thing. It reduces the risk of project failure.
UX is a research-based discipline. If you’re not doing research, you’re not doing UX. Why? Because you can’t solve people’s problems if you don’t know what those problems are. The purpose of research is to understand these problems. 
Qualitative research is more valuable to UX designers than quantitative research. It provides richer insights, particularly into users’ goals, behaviours, and context. If you’re only using quantitative research, you’re not doing enough. You’re not really doing research.
Users don’t care about our software products. They only care about what the product can do for them. So the less time they spend using our software, the happier they will be. They want to flow through our software as quickly and smoothly as possible and get to the other side: the job done, the problem solved.
Order management flow for employees for curbside pick-up using the MatrixScan technology. 6 hours task including field research.
Scandit September 2021


Responsive website redesign based on the delivered Digital Design System
Cembra, June 2021
Complete UI sale funnel redesign based on user feedback - Mobile 1st & Desktop
Cembra, Harley Davidson. April 2021
Due to time constraints, I didn't conduct the research but was given access to previous user feedback and testing which I based the complete redesign on.
This was a great opportunity to test the Design System I was working on and creating.
Digital Design System
Cembra, January - June 2021
Task: 
Design a digital Design System.

Purpose: 
●​​​​​​​ Create visual coherence, flow, and integrity on all digital products.
●​​​​​​​ Help the UX team save time designing new products.

Constraints:
● Limited time: 6 months
●​​​​​​​ ​​​​​​​Remote setting due to the Covid pandemic
●​​​​​​​ ​​​​​​​Security issues leading to no Cloud allowed
●​​​​​​​ Developers hired from external agencies working on several different platforms
●​​​​​​​ No other digital designer

To understand Cembra’s landscape & ecosystem I went through extensive research. In a non-Covid world, I would have organically created relationships (walking to colleagues’ desks to talk to them, organised workshops to understand my colleagues’ pain points, etc). Instead, I organised a ‘coffee ☕  introduction’ where I presented myself and my mission to many different stakeholders. It was important to create trust and a positive exchange with each of them. 
Presentation to the UX & B2B team:
●​​​​​​​ Definition of a Digital Design System. What is it? Who is involved? How/ Method. Main benefits.

I wrote a questionnaire asking open-ended and non-leading questions (what, why, when, how, tell me about.., if you had a magic wand, etc), and sent the results anonymously to different stakeholders for more feedback.
From there regular coffee ☕ ☕ ☕ breaks were a must: to keep listening to them, and understand constraints and pain points the team was facing.
I then conducted an interface inventory to analyse and highlight the lack of visual coherence so my mission was even clearer to different stakeholders.
Coffees ☕ ☕ ☕  with the Google Analytics team: Who is the audience? Which Devices & Operating Systems? Event Tracking, Conversion rates. I discovered 64% of users were using iPhone (IOS). This would directly affect the Design system.

Evaluation of colour, fonts & accessibility: made improvement proposals.
Atomic Design approach & methodology to create components.
Introduction to new iconography.
Introduction to new rules on using the UI library & use of imagery.
Visual guidelines and instructions on how to use the Design System.

Please note I purposely kept the visual below low res as this design system belongs to Cembra and is not to be fully 'revealed'.
Complete UI login flow redesign based on user feedback - Mobile 1st & Desktop.
Cembra Partner Promotion- March 2021
Due to time constraints, I didn't conduct the research but was given access to previous user feedback and testing which I based the complete redesign on.
The major pain point for users was the majority of them forgot passwords as they did not log in often to check their points. On the original version, all information and page were found only once logged in.
By simply separating information and making links available on the login screen the problem was solved. Users could access 'Prices and Rules' & 'Useful Links' from the home screen.
Once logged in the user has access to all links and information, there is no need to go to the previous login screen. 5 pages were reduced to 2.
This was also a great opportunity to test the Design System I was working on and creating.
UX RESEARCH & DESIGN
1. Benchmarking     2. Usability testing     3. Affinity Diagram     4. Customer Journey Map     5. User flow     6. Paper prototype    
7. Wireframe     8. Medium fidelity prototype
         8. Medium Fidelity Prototype
         Swiss Air website redesign
Website Design & Implementation for
Imo Property Group HK, Asia.
Website Design & Implementation for a Swiss acupuncture practice
Website for Theodore Alexander promoting a replica of Earl Spencer's furniture.
From conceptual phase to design execution & implementation.
Web Design, implementation & print work for a Swiss Chinese client promoting silk filled duvets.
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