The Process


I adapt the User Experience design process to solve a problem for users, helping them achieve their goals with ease and build a delightful customer experience they will fall in love with.

1. User Research

This is the very first steps of the design process. It's goal-oriented to start thinking about your users. Who are they? Where are they from? Where can you find them? How are they going to interact with your product or service?

I take a look at all the requirements, and list out the questions about things that are still in doubt, even things that you are sure about, to understand the best possible your audience.

I get deep into the user research and I use many available tools to do survey, collect ideas from users and also investigate the competition approach to customers and how this can be improved in your behalf to do it even greater.


The next step is to summarize those users into a user persona.

A document representing a user, typically based off user research that focus on user goals, current behavior, needs, interests and pain points.

A clear definition of what are their problems and how your product or service solves them.

Your product will be built based on those personas and with the purpose to create solutions for the needs of those “people” — your targeted users.

With all these details in mind and knowing your desired target audience that much, your offer and message will resonate with them and this will improve their customer experience with you and increase the conversion rates.

Your customers will likely to buy from you because you're the solver of their problems and who help them achieve their goals — which is your product’s main purpose.





A major factor affecting your conversions and experience is user flow.

The primary aim is to fulfill the business objectives, which might be getting users to sign up for something, getting people to purchase products or join an email list.

Design isn't just how it looks, but how it works.

In order to maximize conversions and enhance the experience, we have to get the user flow right —build one that matches user’s needs.

I start with being clear about what are the main goals and identify each user objective to create design flows inside the online presence that meet all of them.


4. prototype, UI and visual design

In my process, I stick to quick wireframes and prototypes for first design . Reason is better don’t spend much time on drawing, but to spend more time on exploring the designs.

Wireframes help to do that. To explore different design approaches and see what is the best solution. The main point of wireframes is to let everyone in the team gives their idea, exploring options and once everyone agrees on one, we can start further design without any changes or confusion.

The UI style guide is a main part of design work and needs human effort to maintain, improve time after time. The purpose is to be easy to maintain and always be consistent.



General Inquiries
Reach out to Iric Midel
+63 (9)0 54 58 43 64
[email protected]

I am currently on consultation roles and freelance projects. I am open to full-time and part-time employment. Contact me for more info.