About my workI've designed and coded for the web world for the last 13 years. I am a big fan of Dieter Rams' work in the physical world. His "10 Principles for Good Design" assisted me many times and I'm particularly influenced by the 5th principle "Good design is unobtrusive": Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Believing the digital world is just a tool, I work on the notion that whatever I design has to be fulfilling its purpose first. Data-driven UXBeing realistic is one of my most valued assets. I do believe that UXers don't know what their users want, need and how they interact with the pages in front of them, mainly because they don't have a magical crystal ball. However, I do know they can give the best GUESS to what users want based on the research they do and first-hand experience in testing. UXers guess and build big theories and without proper A/B testing you can't quantify the testing. Thinking methodologyI keep it simple. I gather data and analyze it, I work through the clutter and define the core of the problem, build my theories based on years of experience and knowledge I have acquired through research, I prototype with various techniques (Sketching with Balsamiq or full mockup or even an HTML sample, then I evaluate my prototype and read the collected data from User testing, screen recording, heat maps, Google Analytics, and Good Optimize.