Hi, I’m Diana – UX Lead

Helping businesses create seamless, impactful user experiences for over 12 years. Specialized in E-commerce

I bring a wealth of expertise in UX and design, with 8 years dedicated to UX and additional 6 years in marketing design. My career spans in startups like Y-Combinator Alumnus YourMechanic and Watsi along with other well-known brands like Rothy’s, Estée Lauder Group, Old Navy, and West Elm.

Certified in applying AI to enhance user shopping experiences globally.

Rothy's –

Betabrand –

Old Navy –

West Elm –

Estee Lauder –

Linkhawk –

Watsi –

Pottery Barn –

MAC Cosmetics –

YourMechanic –

William Sonoma –

Clinique

Rothy's – Betabrand – Old Navy – West Elm – Estee Lauder – Linkhawk – Watsi – Pottery Barn – MAC Cosmetics – YourMechanic – William Sonoma – Clinique

Specialized Skills

    • Applying AI-driven personalization to improve user experiences

    • Designing features powered by AI, such as chatbots, predictive search, and virtual try-ons to personalize production recommendations.

    • Collaborating with data scientists to align UX with AI capabilities.

    • Conducting quantitative and qualitative usability testing to understand user needs, pain points, and behaviors.

    • Analyzing behavioral data using tools like FullStory, Quantum Metrics, Content Square, Bizrate, Opinion lab, or Google Analytics to identify friction points in user journeys.

    • Performing competitive analysis to understand common practice and certain trends.

    • Crafting personas and user journey maps to guide design decisions.

    • Designing seamless, multi-step experiences (e.g., from product discovery to checkout or from wallet registration to fund transfer).

    • Mapping user flows and reducing friction in critical paths, such as checkout or account setup.

    • Using low-fidelity wireframes for early iteration and high-fidelity prototypes for development handoff.

    • Collaborating with product managers and developers to align business goals with user needs.

    • Low-Fi and Hi-Fi Prototyping: Designing wireframes and interactive prototypes to iterate and validate ideas before development.

    • Strategic Branding Integration: Ensuring the design reflects the brand’s identity, tone, and visual language, creating a cohesive and memorable experience.

    • Marketing-Informed Design: Leveraging marketing principles to craft designs that drive engagement, conversions, and retention while staying aligned with the overall brand strategy.

My Work

Reimagining YourSuper’s Account Experience.

I was given a special project to help explore what were the pattern-like painpoints active users were experiencing while trying to edit their subscription or account. From there, it was my role to report all findings and offer design solutions to YourSuper.

Old Navy’s UI/Visual Designs.

As the Lead Designer for kids department at Old Navy Online, here are some examples of my designs for Kid’s Back to School campaign ranging from UI to designs for ads.

Optimizing Link Management Experience.

Linkhawk is a link management service provider based in Germany. My role of a UX Research was to provide insight and suggestions to make design more efficient and intuitive for the users.

Gift with Purchase (GWP) for Estee Lauder Global Brands

Redesign addresses user confusion about eligibility and navigation. By incorporating clearer messaging, eligibility indicators, and a streamlined interface, the redesign aims to improve user confidence and completion rates. The project demonstrates the value of user-centered design in creating intuitive shopping experiences.

UX Design Packages

Starter UX Audit

$2500

Companies looking for a thorough review of their website or app.

What You Get:

  • A detailed report of 5–10 key UX issues (usability, accessibility, visual hierarchy).

  • Clear and prioritized recommendations for improvement (including AI)

  • Optional: A 30-minute consultation to discuss findings.

  • Timeline: 3 business days.

Most
Popular

Wireframes & Prototypes

$7000

Businesses launching a new feature, redesigning pages, or improving conversion flows.

What You Get:

  • Wireframes for up to 5 key pages (e.g., homepage, product page, checkout).

  • Clickable prototype to test functionality and design flow.

  • Optional: 2 rounds of revisions.

  • Timeline: 7–10 business days.

Premium User Testing Insights

Custom

Brands ready to refine their product with real user feedback.

What You Get:

  • Remote usability testing with 5–8 participants.

  • A report summarizing key insights, pain points, and improvement opportunities.

  • Video recordings and heatmaps of user interactions.

  • Timeline: 10–12 business days.

  • Estee Lauder Global Team

    "Me and Diana worked together on developing the user experience of ELC brands. Diana's strong communications skills and user research knowledge allowed her to quickly develop a strong relationship with the entire team. She is a great team player, always willing to collaborate, learn and help team members. I highly recommend Diana!"

    -Stephen F.

  • Cooldown Initiative

    "Working with Diana has been very easy. She’s dedicated, head full of ideas, quick to execute and done very well. She designed the identity of the company, along with leading design efforts for all assets that were used online and for events. I would say she’s a go-getter, strong communicator, and great to work with. Looking forward to working together."

    -Mirem L.

  • William Sonoma Global Team

    "Diana is a great UX Manager, projects are well organized and she makes sure to check-in on progress. She has excellent time and project management skills. Her experience and skills helped me become a stronger UX researcher and designer. As a manager Diana trusts her colleagues and provides a supportive environment."

    -Daniela I.

Interested in working together?