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Andrina S :: Product Designer & UX Researcher

Observing, understanding and analysing human behaviour.

Using a structured research and design practice to inform and lead the visualisation and experience of digital products and services

UX Strategist and Researcher with a strong focus on:

• Discovery, customer development, user interviews, usability testing, competitor analysis, wireframing, analyzing and synthesising data into reports and presentations, UX audits, journey mapping, MVP building and product strategy

• Creating human-centered products that balance user needs with innovative business goals

• Design thinking and workshop facilitation

👉 But most importantly, I am curious about the things I don't know yet I am curious about.

That's where true magic is happening 💡✨


Formulating hypothesis, writing research plans for moderated and unmoderated research efforts. Creating and driving interviews, preparing and conducting surveys & questionnaires, conduct customer research & segmentation, concept & usability testing, card sorting, diary studies, A/B testing. Correlating, visualising and reporting quantitative and qualitative data, creating and presenting insights and making data informed recommendation for design.


UX: Strategy & vision presentations, creating, user flows, customer journey maps, information architecture, sitemaps, rapid prototypes, wireframes.

UI: branding/brand development art direction, hi-fi prototype & final Ui designs, setting up basic design systems.


Outward facing: Leading client relationships, owning and facilitating workshops, introducing new ways of thinking, educating clients

on product design, mediating conflicts.

Inward facing: Experience in agile working environment, facilitating team and innovation development sessions, self starter, big picture ambassador, flexible,

curious, communicative

Book an intro call (15min) with DNA-Business founders to understand your service request and we'll get you connected with Andrina S!

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