About Me

(A)

Rodrigo Fernando

Rodrigo Fernando

Rodrigo Fernando

My passion lies in crafting human-centred, intuitive, and accessible digital experiences. Over the past three years, 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. Over the past three years, 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. Over the past three years, I have honed my skills in solving complex problems through innovative design, mastering the art of seamlessly blending form and function.

Design Process

(B)

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

Discovery

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.


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.

Define

Define

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.

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

Prototype

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

Testing

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

Launching

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

Evaluate

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

Evolve

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.

Professional Journey

(C)

Deloitte UK Ventures | Product Designer
Sep 2021 - Nov 2023 | London - UK


In this role, I took the lead in shaping the user experience for a groundbreaking M&A platform, witnessing a remarkable 50x increase in engagement. I spearheaded feature improvements and a redesign that led to a 75% boost in user satisfaction. Additionally, my efforts in documentation and training resulted in a 50% decrease in escalated tickets.


South Bank Colleges | Visual/UX & UI Designer
Sep 2019 - Mar 2021 | London - UK


My focus here was on streamlining the school website, elevating user engagement by 20%. Collaborating across departments, I mapped career pathways to guide students in making informed choices.

Helsa Helps | Junior UI Designer
Sep 2019 - Dec 2019 | London - UK


I played a crucial role in envisioning a prototype that secured funding from a VC-backed start-up accelerator.


Squad Social | Junior UX Designer
Feb 2019 - Abr 2019 | London - UK


Collaborating on prototyping a feature aimed at increasing user engagement within the app.


Tagsmart | UX Designer Intern
Jun 2017 - Oct 2017 | London - UK


My internship involved driving a Heuristics Analysis and redesigning the company's certification system.

Carter Jonas | UX/Digital Publishing Intern
Jan 2019 | London - UK


I led a cost-effectiveness analysis that optimised magazine distribution, reducing costs by 15% and expanding readership.

Education & Continuous Learning


  • BSc Hons Product Design (2:1) | London South Bank University

    2014 to 2018 | London - UK

  • Continuous learning through courses in Web Accessibility, AI Ethics, Javascript, UX Research, Design Sprint Facilitation, and Modern HTML and CSS.


Activities & Awards


  • Hackathon/Black Googler Network | Google

    November 2019 | London - UK

  • Material Design Challenge Award | New Designers Exhibition

    July 2018 | London - UK

  • Best Sustainable Product | London South Bank University

    July 2018 | London - UK

  • Design Factory Competition | Design Museum

    July 2016 | London - UK


Interests


  • A diverse range of interests including Accessibility Guidelines, Artificial Intelligence, Front-End Development, Inclusion Design, Human Computer Interaction, Animation, Spatial UX, Project Management and Storytelling


Skills & Tools


  • Design Thinking | User Interface Design | Visual design | UX Research, Competitor Analysis | Heuristics Evaluation | Information architecture | Journey mapping | User flows | Web and App Design | Concept sketches | Wireframes, Stakeholder Management | Usability testing | Design Systems | Design Sprint Facilitator | Storytelling and Presentation Skills.


  • Figma, FigJam, Miro, Confluence, Jira, Dovetail, Webflow, Framer, Adobe Illustrator, Adobe Photoshop and Spline.


Languages


  • English: Fluent

  • Portuguese: Native

  • Spanish: Beginner

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Thanks for checking out my portfolio!

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Thanks for checking out my portfolio!