Case Studies | UX/UI Design Portfolio

Discovery

To build a meaningful and user-centered service experience, we began with a deep discovery phase. This included understanding AvivaSA’s existing ecosystem, conducting extensive qualitative research with both customers and stakeholders, and synthesizing insights to reveal pain points and opportunities.

01. Understanding the Context

We began by analyzing AvivaSA’s private pension management ecosystem to uncover structural and experiential gaps. This included:

Products & Systems: AvivaSA Mobil (FonPro), competitors, and global benchmarks.
Processes: Existing BES flows, communication practices, and support paths
Experiences: Customer journeys across mobile, web, call centers, and sales agents.

This foundation helped us map the “as-is” state and identify key areas for transformation.
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Research – Customers & Stakeholders

To explore both customer behavior and internal service delivery, we conducted:
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13 Customer Interviews
24 Stakeholder Interviews
Focus Group with 4 Sales Agents
Analysis of 5 Support Line Calls

We uncovered key issues including decision fatigue, uncertainty in fund management, and low engagement due to unclear communication and low financial confidence.

Key Insights

From research, we synthesized a range of actionable insights:Customer Needs & Pain Points:
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Difficulty understanding the pension system
Limited confidence in making fund decisions
Preference for expert guidance and personal contact
Lack of proactive, simplified communication

Ideation & Co-Creation

Explore a curated collection of my UX/UI projects—each crafted with care, creativity, and a focus on real user needs. Dive in and discover the stories behind the screens.

[interface] image of travel tech software interface (for a travel tech)

Personas

Based on our research, we created three personas, each representing a different mindset around savings, risk, and autonomy. These personas were essential in highlighting how financial literacy and emotional needs influence behavior.

[digital project] image of past client project on a laptop screen

Design Thinking Workshop

We hosted a design thinking workshop with 45 participants, including 7 real customers, alongside stakeholders from marketing, operations, sales, and digital.

image of office space (for a game development company)

To-Be Journey Mapping

Following the workshop, we synthesized key ideas into future-state user journeys tailored to each persona. These new journeys ddressed real pain points through improved guidance, communication, and clarity.

From Blueprint to Design

After the co-creation workshop, we prioritized the most promising ideas based on user value, feasibility, and business alignment. We conducted quick validation tests with both customers and internal stakeholders to refine the concepts.

MVP

Redesigning Onboarding for Growth

After the co-creation workshop, we prioritized and refined the most promising ideas. Through quick validation tests with users and stakeholders, we assessed feasibility and value. This led to the definition of a minimum viable experience focused on clarity, guidance, and user trust.

[digital project] image of a mobile device with a website loading on it (for a ai legal tech company)

Mobile UI

Wireframing & Testing

We translated the MVP into low-fidelity prototypes to test core flows such as onboarding, fund selection, and user education. Usability tests helped us iterate quickly and refine interaction logic and language before moving into final design.

Final Interface Design

We delivered tailored mobile app screens for three distinct user personas, and designed internal tools—including resolution center flows—to support backstage operations. The design balances clarity, guidance, and trust, making a complex service feel simple and approachable.