Hi, my name is Joan.
I design products that turn complex systems into intuitive experiences.
My work sits at the intersection of UX, product thinking, and system design, bringing clarity to new or complex product spaces.
Product Discovery
The big question that I try to answer here is how do we align user needs and goals with the core value delivered through the product. Comprehensive user research is only one part of equation, the other part of that is immersive understanding of how the product works as a business and its competitive landscape.
Experience Design
Experience design for me often begins with understanding how the product should function as a system. Much of the work involves structuring user journeys and interactions, and defining how different parts of the product connect so that the overall experience feels coherent and intuitive for users.
Growth Facilitation
For more established projects, a big part of my work is to analyze the entire user lifecycle and focus on product growth strategy such as data-driven customer segmentation (behavioural, demographics) and growth experiments in order to increase retention and improve the product's user lifetime value.
A lil bit more about me
I've been working in the digital product industry for almost a decade.
I spent most of my career designing products across digital channels, building user experiences from the ground up. From small startups to multinational brands, I’ve helped companies realign their product values and reconnect with their customers through insightful research and design.
In my spare time, I like reading books and having deep thoughtful conversations. Just kidding. Mostly, I hang out with my dog, binge-watch true crime dramas and google things that will definitely be used against me in a court of law.
