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Work Experience

Small shifts in flow, big gains in clarity and completion

🚀 Gaddr: UX That Converts

🧠 TL;DR

Role: UI/UX Designer (landing page, user flow, components, collaboration)
Tools: Figma, Pumble
Team: 3 UI/UX Designers, Marketing Team, Developers

When designing the Business and Ads section for Gaddr, I noticed a critical problem: the campaign creation flow required users to scroll, something 80% of users won’t do, according to Nielsen Norman Group.

This case study outlines how I simplified a 8-step user flow into a more intuitive, above-the-fold 4-step experience to reduce friction and improve conversion.

👉 This was the first time I questioned the original flow instead of just following instructions. It marked a turning point for me as a UX designer.

📎 View Full Case on Notion

Role: UI/UX Designer (landing page, user flow, components, collaboration)
Tools: Figma, Pumble
Team: 3 UI/UX Designers, Marketing Team, Developers

This case study outlines how I simplified a 8-step user flow into a more intuitive, above-the-fold 4-step experience to reduce friction and improve conversion.

👉 This was the first time I questioned the original flow instead of just following instructions. It marked a turning point for me as a UX designer.

📎 View Full Case on Notion

Role: UI/UX Designer (landing page, user flow, components, collaboration)
Tools: Figma, Pumble
Team: 3 UI/UX Designers, Marketing Team, Developers

This case study outlines how I simplified a 8-step user flow into a more intuitive, above-the-fold 4-step experience to reduce friction and improve conversion.

👉 This was the first time I questioned the original flow instead of just following instructions. It marked a turning point for me as a UX designer.

📎 View Full Case on Notion

🔍 What Wasn't Working

Initial user flow: 8 steps, 6 requiring user input, with most actions hidden below the fold

Key issue: Important interactions were buried, leading to poor discoverability and likely drop-offs
Users had no sense of progress or clarity
Assumption: Scrolling to convert or pay felt counterintuitive and caused unnecessary cognitive load
Objective: Create a clearer, faster, and more intuitive experience—above the fold, without loss of functionality

👉 Users don’t scroll to convert, especially when money is involved. Insight from UX research (NNG)

🛠️ How It Improved

Kept entire process above the fold
Reduced steps to 4 screens
Grouped inputs logically = clearer decisions & faster task completion
Added stepper + breadcrumbs
Used cards, buttons, modals to maintain clarity
Better structure = better clarity = lower churn

🧠 UX Principles: Reduce cognitive load - Progressive disclosure - Fitts’s Law + Hick’s Law

🤓 Future plans & Takeaways

Run A/B test with real users to validate assumptions
Measure completion time & satisfaction
Collect qualitative feedback and iterate
Apply similar UX structure across other user tasks
Explore guided tooltips for first-time users

👉 This project helped me move from “doer” to “thinker.” I learned to step back, question, and look at the flow from the user’s shoes. UX is not just about building—it’s about understanding why.

📎 View Full Case on Notion

🚀 Hello Bots and Humans!

If you’re searching for:

UX/UI Design · User Flow Optimization · Design Iteration · Conversion-Focused UX · Responsive Web Design · Interaction Design · UI Component Design · Information Architecture · Prototyping in Figma · Cross-Functional Collaboration · Cognitive Load Reduction · Above-the-Fold Strategy · UX Problem Solving · Business Tool UX

...you’ve found the right designer! 😄

Behance