As a person who isn’t afraid of the ”pen and paper” approach, I lead the end-to-end UX process, from research to design and testing, utilising user centered design principles to develop multi-platform experiences.

My preferred design approaches revolve around data driven and accessibility driven design. In my view, critical design decisions should be founded either on data analytics or on personas characteristics and behavioural specifics. By combining the two approaches, alongside Agile ways of working, the output becomes not only pragmatic but also user friendly.