For each project, different constraints and methodology. Here some of the tool I use:

  • Organising UX workshop to frame the customer problems, ideate and sketch solutions
  • Building Information Architecture to structure the information and create intuitive navigation
  • Sketching User journeys, to describe the vision of the project through user scenarios and flows and identify requirements
  • Screen flow and flow charts to define user journeys and Job To Be Done using the product.
  • Sketching wireframes and UI


I see prototypes as a way to learn by carrying experiments. Putting design in the user’s hands as soon as possible is the best way to get feedback and improving the user experience. The initial designs are very often meant to change and evolve and sometimes rebooted after a user test. I like to choose my prototyping tool based on what I need to learn:

  • Paper prototypes for very quick testing, testing a flow, UX or UI element.
  • InVision for flows and IA
  • Flinto for basic gestures, animations and simple flows
  • Unity3D for advanced gestures, animations and gamified elements.

User research

To be design-centric, we need to learn from customers. Based on what learning is needed and what hypotheses need to be tested, I carry different types of user test:

  • User interview to uncover problems, understand needs, identify an opportunity or testing the value proposition and market fit of a concept.
  • Card sorting to get insight into Information architecture and language as well as user needs.
  • Usability testing to iterate a design by identifying usability issues.

Learning From Data

  • Use funnels to identify user pain points and opportunities.
  • A / B testing to understand the impact of different design solutions
  • Segment and cohort to isolate groups of user and understand their behaviour
  • User attribution to link advertising campaign to behaviour data and identify who is the most profitable users and understand who they are