“Design thinking is at the heart of my UX process. I follow a structured, five-phase approach: Product Definition → Research → Analysis → Design → Validation. Each phase ensures that the solutions I design are user-centered, actionable, and aligned with business goals.“

YOOX Space Studio

1. Product Definition:

Before designing, I work with stakeholders to define the product’s purpose and value proposition. This involves:

• Stakeholder interviews to align on goals.

• Concept sketching to visualize early ideas.

• Mapping the user and business needs for a clear foundation.

2. Product research.

I dive into user and market research to understand context, challenges, and opportunities. Techniques include:

• In-depth interviews (IDIs) to uncover user motivations and pain points.

• Competitive research to identify industry standards and gaps.

3. Analysis

Research insights are transformed into actionable design direction:

• Creating user personas representing target audiences. 

• Writing user stories to map needs to product features.

• Using storyboards to visualize user interactions.

4. Design:

With insights in hand, I iterate on solutions through collaborative and iterative design:

• Sketches and wireframes for structure and layout.

• Interactive prototypes to test interactions and flows.

• Design specifications and systems to ensure consistency and smooth handoff to developers.

5. Validation:

I test early and often to ensure designs meet user needs:

• Internal testing (“eat your own dogfood”) to catch major issues.

• User testing sessions with target audiences.

• Surveys and analytics to capture qualitative and quantitative feedback.

“Design thinking isn’t just a process—it’s about understanding users deeply, iterating continuously, and validating every step of the way.”