My work is shaped by every chapter I've lived

I’m a CX/UX designer with a background in marketing.

Six years ago I shifted

From shaping what brands say

To shaping how people experience them.

Today, I help both sides find their voice - and create outcomes where everyone wins.

My Work

VOSKER – CX Manager
(2023–Present)

Designing for complexity and scale in a hardware-based CX ecosystem

Turning customer signals into structured initiatives
Identify recurring pains and translate them into scoped, phased initiatives that the organization can execute.
Driving alignment and continuity across teams
Lead cross-functional collaboration to ensure initiatives move forward cohesively and don’t remain fragmented.
Shaping experience strategy through a customer-centered lens
Help the organization define what to prioritize and why, connecting customer needs with business reality.

PROJECTS

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Personas

Creating Space At the Table

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Influence

With no authority

CX Manager (2025 - Present)

Turned customer pain signals into structured, phased initiatives, helping the business move from fragmented issues to clearer priorities and scoped action plans.
Led cross-functional alignment across Product, Marketing, Support, and other stakeholders to create continuity around key experience initiatives and reduce disconnected decision-making.
supported questions tied to retention, onboarding, perceived value, conversion, and customer trust and support across the broader lifecycle.
Contribute upstream to product planning, helping evaluate opportunities before they enter the roadmap.
Frame problems and initiatives through a system-level perspective, helping teams move beyond isolated issues toward root causes, trade-offs, and the broader experience implications behind each decision.
Act as a balancing force between customer needs, business priorities, and technical constraints to guide realistic, high-value decisions with impact on loyalty, satisfaction, and long-term usage.
Own the Impact measurement approach for key initiatives by defining success metrics, planning how impact will be assessed through product and VoC signals, and using results to guide iteration, decisions, and future experiments.

CX Designer and researcher (2023 - 2025)

Conducted qualitative and quantitative research to understand customer needs, behaviors, and pain points.
Built personas and segmentation frameworks to support product, marketing, and retention strategies.
Mapped end-to-end customer journeys to identify friction points and opportunities for improvement.
Facilitated workshops (design thinking, journey mapping, brainstorming) to align teams around problems and solutions.
Translated insights into actionable recommendations to improve specific touchpoints and experiences.
Collaborated with Product, UX, and Marketing to support feature design, validation, and optimization.
Guided UX design decisions by translating user insights into concrete design recommendations, supporting designers at both concept and detailed interaction levels.

Freelance UX Designer
(2022–2023)

End-to-End UX, from Discovery to Screen-Ready Solutions

Worked with clients across industries (finance, healthcare, biotech, e-learning, e-commerce) on end-to-end UX projects — from early discovery to tested solutions.
Turned business needs, product ideas, and early-stage vision into clear user experiences, from research and definition through structure, flows, and screen-ready concepts.

PROJECTS:

Modarn craft

Designing for complexity and scale in a hardware-based CX ecosystem

E-procurement system

Designing for complexity and scale in a hardware-based CX ecosystem

ELLAUX

After several years of working with clients both as a freelancer and in an agency setting, moving to Montreal gave me the opportunity to build my own freelance practice again. I worked with startups and small businesses around the world, combining UX, marketing, and product thinking to help them turn ideas into digital experiences people could actually understand and use. I later transitioned back to a full-time role (VOSKER) to gain CX experience and long-term stability.

Lead UX/CX Designer

Framed ambiguous product opportunities into actionable experience strategies, translating business intent, user insight, and operational constraints into a coherent product foundation.
Led the definition of key UX artifacts, including personas, journey maps, information architecture, user flows, wireframes, and validation plans - to support informed product decisions.
Worked across strategic and execution layers, shaping product logic, interaction models, and experience structure at a level teams could confidently carry into UI design and development.
Partnered with founders, product owners, marketers, and subject-matter experts to clarify value propositions, uncover adoption barriers, and strengthen product-market relevance.
Brought rigor to complex decision-making by synthesizing research, requirements, and competing inputs into clear recommendations that reduced ambiguity and accelerated progress.

Pitango UX – UX Designer (2019–2022)

Designing for complexity and scale in a hardware-based CX ecosystem

Designing for complexity and scale in a hardware-based CX ecosystem
Designing for complexity and scale in a hardware-based CX ecosystem Designing for complexity and scale in
Designing for complexity and scale in a hardwa

PROJECTS:

Sweetch

Designing for complexity and scale in a hardware-based CX ecosystem

Santiya

Designing for complexity and scale in a hardware-based CX ecosystem

Lead UX/CX Designer

As a full-time freelance UX designer, I work on long-term contracts for clients in various industries including financial, marketing, healthcare, biotech, e-learning and e-commerce.
Led UX projects for various sectors, creating applications and complex systems.
Managed complete project lifecycles, from initial research to final testing, facilitating teamwork across roles.
Conducted extensive user research, including interviews, surveys, and focus groups.
Improved client outcomes through detailed user analysis and strategic UX guidance.

2019
The shift
From marketing to UX

I was a marketing manager for 5 years (2014-2019), specialize in the finance industry

How did lead the rebranding and found the strength of the brand

helping business to find their DNA

Campaigning digitally, for the first time

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A Truth I Design By

We live our lives inside stories.
Not just the stories we tell others, but the ones we’re caught in, sometimes without knowing.
Every one of us walks through the world interpreting people, products, and choices through a personal story. 

We filter, prioritize, accept or reject - based on whether something fits our current path, our aim.

And just like people, products have stories too. 

When the story a product tells matches the one a person is living, it feels effortless. Natural. A match. 

But when those stories conflict - confusion, resistance, or indifference takes over.

That’s what I design for. Not just usability. Not just clarity. 

But narrative alignment.

I believe that the strongest experiences are those that join the user’s story - not interrupt it.

VOSKER – CX Manager (2023–Present)

PROJECTS

Freelance UX Designer (2022–2023)

PROJECTS:

Pitango UX – UX Designer (2019–2022)

PROJECTS:

2019 The shift From marketing to UX

A Truth I Design By

VOSKER – CX Manager
(2023–Present)

Freelance UX Designer
(2022–2023)

2019
The shift
From marketing to UX