I'm UX

Because ideas can be copied but experiences can't!
Having a solid design strategy will enable your design teams to channel their efforts and resources to solve the right problems and scale your business properly.

What I do

The future of technology relies on design system. Design Systems are made for people! They make life easier for two important groups: the users – the consumers of experiences – and the product developers – the makers of experiences. It builds better organizations!

Design Systems

Inclusive digital experiences are not just something we should practice by default but it's also something that can bring you your next competitive advantage.

Digital Accessibility

I love data analysis! And it is always my backbone to test my assumptions and get a clear picture of what works, what doesn't, and why, to leverage the current user experience.

UX Measurements

I establish UX strategies that link product vision, brand, and business outcomes with real user needs and motivations. Design is not just about creating the right solution is also about solving businesses problem with experience design.

UX Strategy

I include a user-centered vision that is deliberately aligned across the business performance. I run user research and user testing to inform and drive product decisions.

UX Research

I design the user interaction with intelligent systems addressing key elements of AI product user experience design like user inputs and feedback loops, transparency on the model, and communicating uncertainty.

UX for AI

Turning research data into user models on actionable insights and decisions. Managing design workload based on user value, product risk, project constraints and business goals.

Synthesizer and Prioritizer

I'm at my best when working on challenging projects with talented teammates. I like to innovate and have fun on the way. I have years of experience getting stakeholder buy-in for user experience.


Getting into users' heads to answer questions from "What should we build?" to "Did we build it right?". Establish behavior patterns and correlations. Validate personas based on data observations.


Experiences are becoming more complex

This allows real-time insights that can shape the future of customer experience measurements.
There are two types of data - Perceived data and actual data.

This means we can ask someone about their experience — Perceived — but also collect insights in real-time — Actual data — to support businesses' decisions. Getting feedback in real-time along with asking about their experience will allow businesses to have the data they need to make decision-making faster and better. For an experience to adapt to the users' needs and expectations we need to collect data as a process in real-time, so we can take that information and modify the service as they occur in real-time for the user.

Real-time insights are shaping the future of user experience measurements.

Good design is evidence-based design

I help organizations to establish a competitive advantage by tracking users levels of satisfaction, or mapping usability issues, but most importantly, to map opportunities for higher user satisfaction, retention or adoption. Perceived quality plays an important role in user experience but also in business performance - it's the emotional connection that users feel with a brand, product, or service that allows the business to stay competitive.

The current experience economic pressures on business performance and higher users' expectations, we must evolve our design practice to take into account the rise of Artificial Intelligence, Machine Learning, and Big Data, end-users don't expect less than outstanding and differentiated experiences. I ensure that business goals are aligned with the expectations of users at every touchpoint.

As a UX strategist, my primary focus is to discover the necessary points of alignment between end-users needs and motivations with business outcomes and work towards that. I do that though a data-driven design approach.

Designing for Humans with AI

Interaction Design (IxD) ∩ AI

I design interfaces and interactions that provide a useful and usable AI system based on system feedback and transparency.

Participatory Design ∩ AI

I have a preoccupation with democratizing design and development of AI systems by including different user groups.

Human-centered Design ∩ AI

I bring focus to the human factors when engineers are distracted by technological achievements.

Human-centered AI is defined by systems that are continuously evolving as a result of human input or behavior. My focus is to design effective experiences between humans and algorithms. Thus, my purpose is to bridge the gap between machines and human beings by designing responsive AI-driven solutions that can augment humans' capabilities. Human-centered AI includes:

Contact me if you wish to view my portfolio
Due to NDAs, I cannot have them published online
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