14+ years’ experience hands-on work and leading strategy and production, through UX deliverables and best practices.• Analyze user data, conduct user research, and gather insights to inform design decisions• Create user flows, wireframes, prototypes, and high-fidelity user-centric and data-informed designs.• Design and execute experiments, including A/B tests, to validate hypotheses and improve user experiences.• Analysing data through GA4, PowerBI, Tealeaf, Hotjar, and Kissmetrics• Expertise in Figma, Miro, Adobe XD, Sketch and Photoshop for Wireframing, UI design, Design systems, click-through Prototypes, and Design documentation.• Clearly document design decisions, research findings, and testing results. • Use the results to iterate and optimize designs for better performance and user satisfaction.• Contribute to and maintain design systems, ensuring consistency and scalability across products and platforms.• Keep abreast of competitor products and industry trends