Rodrigo Fernando

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Home

About

Contact

Home

About

Contact

Rodrigo Fernando

My passion lies in crafting human-centred, intuitive, and accessible digital experiences.

I have honed my skills in solving complex problems through innovative design, mastering the art of seamlessly blending form and function.

My passion lies in crafting human-centred, intuitive, and accessible digital experiences.

I have honed my skills in solving complex problems through innovative design, mastering the art of seamlessly blending form and function.

My passion lies in crafting human-centred, intuitive, and accessible digital experiences.

I have honed my skills in solving complex problems through innovative design, mastering the art of seamlessly blending form and function.

From Discovery to Continuous Improvement

My iterative design process ensures a user-centred approach that aligns with business goals and delivers effective and innovative solutions.

Discovery

In the discovery phase, I conduct user interviews, surveys, market analysis, and stakeholder meetings to gather essential insights into the problem space.

It is crucial to understanding user pain points and market opportunities. Whether conducting the research myself or collaborating with UX researchers, product managers, and stakeholders, I ensure that it is comprehensive and aligned with business goals.

In the discovery phase, I conduct user interviews, surveys, market analysis, and stakeholder meetings to gather essential insights into the problem space.

Define

During the define phase, I synthesise the collected insights and create any UX artefacts that help to clearly outline the problem. At this stage, we may need to return to the Discovery phase to investigate further user needs and pain points.

This step ensures a solid foundation for the design. Whether I create those artefacts myself or work with UX designers, product managers, and business analysts, I aim to complete this phase with a well-defined problem statement and design brief.

Prototype

In the prototyping phase, various solutions are explored by creating low-fidelity and high-fidelity prototypes.

This allows for rapid experimentation and visualisation of ideas.

Producing these prototypes autonomously or with UX and UI designers ensures that the best ideas are brought to life in a tangible form.

In the prototyping phase, various solutions are explored by creating low-fidelity and high-fidelity prototypes.

This allows for rapid experimentation and visualisation of ideas.

Producing these prototypes autonomously or with UX and UI designers ensures that the best ideas are brought to life in a tangible form.

Testing

Prototypes are validated with real users through usability tests and feedback sessions. Usually, feedback is considered and returning to the Prototyping phase will be needed to refine the solution.

Ensuring the design meets user expectations and to identify any usability issues early. Usability tests are particularly effective in this regard. The aim of running those tests or with UX researchers is to gather actionable insights for refinement.

Launching

After refining the design based on feedback, the product is launched!

This involves close collaboration with development teams to ensure smooth implementation and deployment to deliver a fully functional product to the market.

After refining the design based on feedback, the product is launched!

This involves close collaboration with development teams to ensure smooth implementation and deployment to deliver a fully functional product to the market.

Evaluate

The product's performance is evaluated post-launch using analytics and ongoing usability studies.

The aim is to identify areas for improvement and ensure the product remains effective. UX researchers and data analysts typically handle this phase, providing continuous feedback and insights.

The product's performance is evaluated post-launch using analytics and ongoing usability studies.

The aim is to identify areas for improvement and ensure the product remains effective. UX researchers and data analysts typically handle this phase, providing continuous feedback and insights.

Evolve

Based on the evaluation, the design is iterated to address any issues and adapt to changing user needs or market conditions.

This continuous improvement cycle keeps the product relevant and user-centric. Collaborate to evolve the product, ensuring it continues to meet user needs and business objectives.

Based on the evaluation, the design is iterated to address any issues and adapt to changing user needs or market conditions.

This continuous improvement cycle keeps the product relevant and user-centric. Collaborate to evolve the product, ensuring it continues to meet user needs and business objectives.

From idea to impact

What are we building?

Send me a project inquiry

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Recommendations

“Dedicated and detail-oriented designer with a strong growth mindset, always striving to improve and enhance user experiences.”

Ivana D.

Senior Product Designer at Deloitte UK

“Highly creative, hard-working designer with strong project management and communication skills. He excels at meeting deadlines, presenting ideas, and solving design challenges.”

Katherine M.

Marketing Manager at South Bank Colleges

“Proactive and insightful designer who quickly delivers quality work. At Helsa, his clickable prototype played a key role in securing VC-backed accelerator funding.”

Rob C.

Entrepreneur & Fintech Leader

Let's talk

drigofernando@gmail.com

Let's talk

drigofernando@gmail.com