Hi, I'm Natalie!
I’m a passionate UX designer dedicated to crafting seamless, intuitive, and elegant experiences that drive business objectives, solve customer problems, and adapt to the ever-evolving marketplace.
Solution-focused, I work within Lean UX and Agile environments, leveraging AI to create elegant products that exceed the expectations of end-users and businesses. I enjoy sharing my knowledge, coaching junior staff, and facilitating positive change within teams.
My experience spans across multiple industries including Finance, Education, eCommerce, Mining, Healthcare, Travel
and Hospitality, Fashion, Online Magazines, Software Development.
9
INDUSTRIES
SPECIALISATION
15+
YEARS OF
EXPERIENCE
50+
BRANDS
SERVED
200+
PROJECTS
COMPLETED
THE MAGIC
My Design Process
The "Job to be done" (JTBD) Theory of Innovation is a revolutionary concept developed by Clayton Christensen (One of my professors at Harvard Business School Online). It guides toward innovation and helps to move beyond the norm. A JTBD is not a product, service, or a specific solution; it's the higher purpose for which customers buy products or services. It's based on an emotional goal of an individual.
Any project is a journey. It begins with discovering the problem our customers have and turning it into an opportunity to improve their experience. Empathizing with the customer, clearly identifying the "Job to be done" and providing the right solution for the right problem defines success of any product.
Empathize
High-quality research is the foundation of good understanding. Step one and the goal of my UX research is to gather as much information as possible about the customer and the problem we aim to solve for them. Design is problem-solving.
I typically combine qualitative and quantitative methods to identify or confirm a problem.
From standard usability metrics (Effectiveness, Task Completion, Error Rate, Efficiency, and Satisfaction) to Google's HEART framework (Happiness, Engagement, Adoption, Retention, and Task Success).
Define
Based on field studies, interviewing, or observing customers as they go about their day, I record what software they use on the job and what tasks they prefer to handle in person.
This helps identify behavioral patterns, mental models of the customer, and the interaction conventions and information density they are comfortable with (Jacob's Law).
This information is used to increase the learnability of the future product or feature. Analytics data, help desk records, stakeholder interviews, and market research are also valuable in building the full picture.
Ideate
It’s much easier when customer input is available from day one. I usually gather everyone in one room or on the phone and run a few simple workshops or questionnaires.
The goal is to establish UX personas, empathy maps (do, say, think, feel charts), pain points, emotional gains, touchpoints/customer interactions with the product, business blueprint, customer journeys, scenarios, and card sorting activities if needed.
First sketches, napkin drawings, and paper prototypes are created and ideated based on customer and stakeholder feedback.
Prototype
Based on the ideas and flows discovered earlier, simple low-fidelity prototypes are created. The goal is to weigh the impact versus feasibility of your ideas through feedback.
A/B testing and a 3-5 question survey are great ways to compare flows and collect feedback. Does this idea meet customer needs? If not, continue iterating and testing ideas. If yes, progress to high-fidelity mockups.
Implement
I normally work closely with development team and when possible walk them through proposed design concepts, making sure there are no constrains for the design concept implementation.
Any possible iterations to the designs can be very quickly addressed, preparing them for the development.
Bonus: My skill base includes front-end development knowledge. It helps me design with developer's concerns in mind.
User Feedback & Support
Developed features are tested by real-world customers.
This is my favorite step—the materialization of ideas generated during the first workshops that made their way into the final product.
It's both terrifying and exciting at once.
Seeing customers' smiles while interacting with the product is one of the most rewarding parts of my job.
EXPERIENCE
Case Studies
CASE STUDY - MINING
Delivering real-time, high-fidelity, high-resolution data for better decisions and better outcomes
As the Lead UX/UI Product Designer, I was responsible for the design strategy across multiple platforms, leading UX and UI initiatives, and managing the full spectrum of Product Design activities that resulted in the development of BlastDOG app and it's data Hub, a cutting-edge, semi-autonomous system, and its Multi-User Data Collection Platform.
Lead UX/UI/Product Designer
CASE STUDY - FINANCE
Harnessing the Power of Data & User Experience
As the Lead Product Designer for CITI Velocity Clarity, I drove the design strategy across multiple platforms, leading UX/UI design efforts to transform complex ideas into a seamless, real-time data visualization portal. This award-winning platform replaced multiple outdated systems, improving efficiency for both internal staff and institutional clients.
Lead UX/UI/Product Designer
EXPERIENCE
Other Projects of Interest
WHAT THEY SAY
Recommendations
Rob Mooney
Managing Director
Citi
Natalie is a highly experienced CX professional. In her time in Citi she added immediate value in her contributions and leadership to our next generation client experience platforms. Natalie's work accentuated a robust technical platform with a well considered multi-persona user experience based on crisp and clean visuals.
Natalie is someone who appreciates and delivers elegant and concise solutions. In keeping with that ethos I would simply recommend Natalie in the highest terms for leadership positions in user experience and design.
Eleanor McKenna
Material UX
There are not many designers who care so passionately about the end users as Natalie.
She is one of the most gifted and creative designers I have ever had the pleasure of working with, and brings energy and enthusiasm to projects that I have never experienced before.
Clíona de Róiste
Senior Manager
Intercom
Natalie is an excellent User Experience Designer. Her passion for delivering quality user interfaces as well as her commitment to a collaborative design process makes her a real asset and a joy to work with.
Gigio Attanasio
Product Design Manager
Workhuman
Natalie was a fantastic person to work with, and is not only a multi-skilled and insightful colleague, but also an inspiring strategist. Very good person. Great colleague with a very strong problem solving skills. Experienced, deadline oriented and intelligent person. Highly recommended!