The Listing Place

Project description:
The Listing Place is a comprehensive real estate portal designed to connect everyone involved in the real estate ecosystem. To build it, I started with thorough research—analyzing competitors and engaging directly with diverse user groups, including investors, homeowners, first-time buyers, and commercial real estate agents. Using these insights, I developed an initial prototype and conducted user testing to refine the experience. After incorporating feedback, I finalized the design and seamlessly handed the prototype over to the development team for implementation.

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Go! Game – Telegram based user engaging Web3 game

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Go! Game – Telegram based user engaging Web3 game

Role: UI/UX Designer
Duration: 4 months
Client: Go! Labs

The Go! Game is a Web3-based gaming ecosystem with AI and blockchain integration, allowing users to earn rewards through gameplay, IoT health tracking, and tokenization of real-world assets.

As the lead UX Designer, my role was to simplify the user experience in this complex space, driving user engagement and boosting conversion rates. I utilized tools like ChatGPT for brainstorming  and  AI-driven insights to analyze unstructured data, alongside real-time tracking through Amplitude and Lucky Orange to improve usability.

Challenges

Navigating the Web3 space presented unique challenges:

  1. User Understanding: Blockchain, AI, and tokenized rewards were difficult for users to grasp.
  2. Engagement: After signing up, 50% of users didn’t click the “Play Go!” button, creating a massive gap in engagement.
  3. Conversion to Freemium: Persuading users to upgrade from the free version to Freemium for personalized AI insights was difficult without clear communication of value.

UX Approach

I designed the entire UX for the Go! Tap Game on Telegram, using a comprehensive UX framework tailored to the Web3 space:

Cohort Analysis & Real-Time Feedback

With tools like Amplitude and LuckyOrange, I tracked user behaviors and identified friction points during onboarding and Freemium upgrades.

Messaging & A/B Testing:

I developed a full message strategy, from sign-up through 365 days, continuously refining it through A/B testing.

AI-Assisted Design

Using ChatGPT, I crafted effective onboarding flows and personalized messages to guide users through the platform.

Result

40% Increase in Game Engagement

Conversion rates improved significantly after the implementation of the messaging strategy, with 40% more users proceeding to "Play Go!".

15% Increase in Freemium Upgrades

Tailored messaging and clear communication of the benefits led to a substantial boost in Freemium subscriptions.

Data-Driven Improvements

By analyzing real-time user behavior, I continuously iterated the design, resulting in a seamless user experience across desktop and mobile.

Key Takeaways

Through AI-driven insights, real-time user session analytics, and a focus on data-driven UX design, I was able to significantly improve user engagement and conversions for the Go! Platform. My role involved creating a simplified, intuitive experience in the complex Web3 ecosystem, leading to measurable business outcomes.

NIR Spectrometer Dashboard

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NIR Spectrometer Dashboard

Role: UI/UX Designer / Researcher
Duration: 4 months
Client: Perkin Elmer
Tools: Figma, Miro

Summary

Develop software to predict NIR (Near Infrared) instrument accuracy by analyzing historical and lab datasets for precise calibration. Modern FT-NIR spectroscopy, like Bruker Optics devices, revolutionizes food industry quality control with fast, non-destructive analysis of solids and liquids, avoiding chemicals while ensuring product integrity and identifying ingredients.

Background

In the competitive landscape of NIR calibration tools, it became evident that there was a significant gap between expert users and those with minimal experience. Legacy NIR calibration software, while effective, did not necessarily cater to the needs of every user, especially those less familiar with the intricacies of the calibration process.

Competitive Analysis

A thorough analysis of competitors and our legacy NIR calibration software revealed the essential features and potential areas of innovation.

Competitors Benchmarking

Collaboration

Working closely with key stakeholders, Subject Matter Experts (SMEs) and end-users, we crafted a software solution tailored to meet the needs of all users, ensuring an inclusive user experience.

Project Whiteboard

Key Features

Score Number Concept

Introduced a “Score Number” – a tangible value that communicates the accuracy of the calibration model. This simple yet powerful metric enables users, especially those with less experience, to gauge the reliability of their calibration model effectively.

User-Friendly Interface

Designed an intuitive interface that simplifies complex processes such as data set review, outlier identification and calibration model calculation, ensuring users can easily navigate and understand functionalities.

Coach Marks Integration

To enhance user experience and provide guidance, coach marks were implemented, spotlighting key features of the software and offering users a guided walkthrough of its primary functionalities.

Components

Figma Mockups

Inception Vitamins Website Concept

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Inception Vitamins Website Concept

Role: UI/UX, Digital Artist
Duration: 2 months
Client: Inception Vitamins

Project Description

Inception Vitamins Website — a design project infused with the essence of nature to foster a sense of wellness. In today’s digital age, a brand’s online presence is pivotal in creating awareness and driving customer engagement. Drawing inspiration from the serene beauty of the natural world, this concept aims to enhance the brand’s identity and deepen customer connection through immersive design elements. The underlying theme evokes feelings of vitality and well-being, aligning perfectly with the holistic promise of Inception Vitamins. 

GC-MS 2400 Dashboard

GC 2400
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GC-MS 2400 Dashboard

Client: Perkin Elmer
Role: UX Designer
Responsibilities: User research, information architecture, prototyping, usability testing, design iterations
Tools: Figma, Miro, Jira, Aha!

Problem Statement

Instrument operators, scientists, and tech engineers, our primary users, faced a significant inconvenience due to the physical separation of the GC-MS 2400 control system and the instrument. The necessity to commute between different rooms led to an inefficient use of time. Moreover, the pre-existing control software was feature-based, which posed a steep learning curve, especially for less experienced users.

Method 5

Project Goal

The aim of this project was to design a new application that alleviates these issues by making it more accessible, user-friendly, and task-oriented. The solution was to develop a tablet-based application attached to the instrument itself, streamlining the workflow and saving valuable time. By emphasizing user’s immediate tasks, we aimed to make the software more intuitive, easier to learn and operate, even for less experienced users.

Target Users & User Research

The target users of our project included instrument operators, scientists, and tech engineers. To develop an understanding of these individuals’ unique needs and challenges, we initiated an immersive research process.

Observation and Behaviour Analysis

We began by observing the users interacting with the existing system. Watching them execute tasks gave us a wealth of insight into the issues they faced during their daily routines. It enabled us to understand their current workflows and identify opportunities for improvement.

User Journey Mapping

Using our observations, we were able to map out user journeys, outlining the steps our users took from start to finish of their tasks. This visual representation of user experiences highlighted key interactions and pain points, which proved crucial in shaping our new design.

Building Relationships

A critical component of our user research was building relationships with our users. By fostering a sense of trust and collaboration, we created a feedback loop that extended throughout the project’s development. This continual dialogue allowed us to gain timely feedback, ensuring our design remained aligned with user needs and expectations.

User Journey

Wireframes & Prototypes

My next step is to create wireframes to validate our user-centric hypotheses early in the design process. These simplified visual guides allow us to assess the alignment of user journeys and functionalities with our project goals, facilitating quick iterations based on user feedback before proceeding to detailed, high-fidelity prototypes.

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Systems
System check
sequence editor
Acquisition
Acquisition

Usability Testing & Feedback

One of the critical elements of our design process was usability testing. By conducting several user interviews, we could directly engage with our users to assess our design hypotheses and understand their needs and pain points more accurately.

Final Design & click-through Prototype

After user testing I refined the workflow and created a high-fidelity, click-through prototype in Figma, using the existing design system.

Outcome and Reflection

Upon completion, the GC-MS 2400 control dashboard was met with positive reviews from our internal team and end-users. Our new application addressed the mobility issue by making the control dashboard accessible at the instrument. Still, it also made the process more intuitive by focusing on user tasks, reducing the learning curve for less experienced users.

A significant outcome was the realization that even in highly technical fields like ours, user experience plays a critical role. Our design was successful because we centered it on the user. Understanding their needs, behaviors, and feedback was integral to our process and product development.

The next steps are to create workflows for 3 other user personas: Lab Manager, Field Engineer and Method Developer/Scientist. 

PWC – Financial News Delivery App

new app mvp
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PWC – Financial News Delivery App

Client: TechBlocks for PWC
Role: UX Designer / Researcher
Responsibilities: User research, information architecture, prototyping, usability testing, WCAG 2.0 Guidelines implementation
Tools: Adobe XD, Figma, Miro, Sim Daltonism, Maze

Problem Statement

Finance professionals and enthusiasts often need quick access to news while commuting or traveling. However, current solutions fall short with poor navigation, limited offline access, slow loading, and lack of personalization—highlighting a market gap for a user-friendly, on-the-go solution.
News App Concept

Project Goal

This project focused on designing a mobile app to address the challenges of accessing financial news on the go. Priorities included seamless navigation, personalized content, efficient offline use, security, and adapting to public transit constraints—filling a key market gap with a user-centric solution.

Target Users

The primary target users for this project encompass a broad spectrum of individuals who consume financial news, including:

  • Financial Professionals:  Such as analysts, brokers, and portfolio managers who need real-time updates.
  • Business Travelers:  Individuals who travel frequently for work and rely on financial news.
  • Financial Enthusiasts:  General public interested in finance, investments, and market trends.

Target users' pain points

Unreliable Internet Hindrance

An unstable or non-existent internet connection, especially in areas like subways or airplanes, prevents users from accessing breaking financial news promptly. This disruption compels users to seek alternative platforms or offline methods to remain updated.

Invasive Advertising Distractions

The continuous appearance of in-app upsell pop-ups and excessive advertisements hinders the reading experience. Such interruptions drive users to consider other less intrusive news sources or platforms.

Lengthy Content Overwhelm

With the fast-paced nature of today’s world, users often don’t have the luxury of time to peruse extensive articles. The presence of overly long content prompts users to skim through or abandon reading, risking missing out on essential details.

Inadequate Visual Accessibility

News apps without features like font adjustments, high contrast, or content narration risk alienating visually impaired users, driving them to more accessible alternatives.

Low fidelity prototype

If we design a news app that delivers condensed information, prioritizes accessibility, ensures seamless navigation, and offers offline usability, users will be able to quickly and effortlessly access the latest financial news on the go—even in offline situations like subways or flights—reducing frustrations and meeting the need to stay updated in time-critical environments.

High fidelity prototype

After conducting the usability test and implementing the feedback in the areas of concern, we opted to create high-fidelity mockups.

InTelecom Solutions – Web Design

Intelecom Solutions
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InTelecom Solutions – Web Design

Role: UI/UX Designer / WordPress Developer
Duration: 1.5 months
Client: InTelecom Solutions

Overview:

Intelecom Solutions Inc., a Canadian telecom solutions service provider, desired a digital presence that clearly and professionally communicated its vast array of services to both multinational corporations and the thriving SOHO market sector. Established in March 2001, the company’s rich history of delivering telephony, data, and internet-based solutions on national and international scales must be highlighted effectively.

Objectives:

  1. Coherent User Experience: Create a seamless navigation experience, allowing users to easily understand and access Intelecom’s broad spectrum of services.
  2. Brand Image Enhancement: Ensure the website design resonates with Intelecom’s brand image, emphasizing its reputation as a complete telecom solutions service provider.
  3. Service Promotion: Design individual sections/pages to effectively promote Intelecom’s services, namely: Internet connection, data, voice, retail solutions, security solutions, fax services, and installation.

Challenges:

  • Representing the brand’s longstanding history and expansive service portfolio without overwhelming the user.
  • Designing a layout catering to multinational corporations and the SOHO market sector, two distinct user profiles.
  • Ensuring responsive design for optimal viewing and interaction across various devices.

Design Strategy:

Homepage Overview: Introduced Intelecom’s core ethos and values, giving a snapshot of its services and history.

  1. Service Pages: Designed dedicated pages for each service, offering detailed insights while maintaining a consistent design language.
  2. Testimonials and Case Studies: Highlighted Intelecom’s vast experience by showcasing testimonials and case studies from both small businesses and multinational corporations.
  3. Engaging Visuals: Integrated relevant images and graphics to break textual content and enhance user engagement.
  4. CTAs and Navigation: Positioned strategically throughout the site to guide the user’s journey and promote inquiries or service exploration.

Outcome:

The finished website offers a balanced representation of Intelecom Solutions Inc.’s rich history and vast service offerings. It caters effectively to its diverse clientele, from multinational giants to emerging businesses in the SOHO sector. The design embodies the company’s ethos of being a comprehensive telecom solution provider and sets the foundation for its future digital endeavors.

Internet Services
Home Page
Retail Roll Out
Data Services
Business Phone
Email Fax
Company Profile
Voice Services
Contact Us
Installation Services

Honda Annual Executive Report

Honda Report Template

Designed during my time at TechBlocks, this comprehensive document showcases Honda’s annual achievements and strategic insights. I focused on creating a clean, professional layout that balances readability with visual appeal, ensuring the report effectively communicates key information to executive stakeholders.

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Honda Employee Loyalty Program

Honda Loyalty Program

While at TechBlocks, I designed an intuitive dashboard for Honda’s Employee Loyalty Program. The design focused on user-friendly navigation, clear data visualization, and engaging aesthetics to empower employees to track rewards and participation effortlessly.

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iClarify Underwriters Property Search

iClarify Underwriters Property Search
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iClarify Underwriters Property Search

Role: Lead UI/UX Designer
Duration: 1 month
Client: TechBlocks

Project description:

As the Lead UI/UX Designer at TechBlocks, I designed a user-friendly property search tool tailored for underwriters. Completed in just one month, the project focused on intuitive navigation, clear data presentation, and streamlined workflows to enhance decision-making efficiency.

iClarify Underwriters Property SearchiClarify Underwriters Property Search