How I work · process & principles
A systematic approach to product design.
20 years of building, leading, and shipping products, and the process that came out of it. Six principles, each with the project that proves it.
A process forged across SaaS, B2B, and industrial UX
The long way to principal designer.
20 years and four phases, each one shaping how I lead design today.
Front-end & UX execution
Started building products at a technical level, learning how design decisions translate into real interfaces.
Design leadership
Moved into leading discovery, building design systems, and mentoring product designers.
Product-minded founder
Repeatedly starting, scaling, and guiding SaaS and automation-focused ventures.
Principal designer
Owning product direction and the craft at the same time, on software that is operationally complex.
Six principles, one process.
Every project runs on the same six principles, each one paired with the work where it earned its place.
01
User Centric
No users, no money.
- Drives product-market fit
- Increases customer retention and loyalty
- Reduces waste on the wrong bets
Otters · AI-powered partnerships tool
Crafting partnership proposals took 4+ hours each, with inconsistent quality. We built an AI-powered tool that generates high-quality proposals from company data, turning a half-day task into minutes.
02
Systemic
The system is the product.
- Reduces friction between teams and projects
- Increases adoption and consistency across products
- Compounds value with every component built
- Scales to every new product without starting over
King · Building a design system on the go
King had three competing design systems, which meant they had none. As we redesigned views, we built new components from existing ones. The parallel process produced a real, adopted design system along the way.
03
Flexible
Adapt or die.
- Adjusts to user and business needs
- Pivots quickly when the data demands it
- Embraces feedback over ego
- Iterates fast and often
SecantX · Pivoting the product
Hired to build a plugin users would activate in other apps. Research revealed an open API plus a mobile app would serve unbanked users in Africa far better. We pivoted, and shipped what the users actually needed.
04
Lean
Maximum value, minimum waste.
- Measure, learn, iterate
- Cuts features that don't earn their keep
- Optimizes the workflow before adding to it
Pleexy · Activation focus
Hired to redesign the whole app. Instead, we focused on one metric: activation. Data showed 85% of users created accounts but never set up an integration. Onboarding conversion jumped from 15% to 80% in three months.
05
Teamwork
Aligned teams ship better products.
- Surfaces better ideas across disciplines
- Cuts duplicated work and contradictory output
- Speeds up execution through shared ownership
Schneider Electric · Aligning product teams
Teams were working in silos: duplicated work, misaligned priorities, fragmented customer experience. We built shared rituals and a user-centered design culture across teams, then consolidated the buying journey into a single product.
06
Simple
Clear beats clever.
- Reduces the effort to get things done
- Minimizes frustration at every step
- Makes the obvious thing the easy thing
CABB · Industrial control dashboard
The control system for a water plant was overloaded with conflicting information, confusing and unsafe for operators. We removed unnecessary data, simplified the navigation, and built a clearer interface now running reliably for over a million residents.
Years after we worked together, I still go to Jorge for sparring on work, on decisions, on things outside the original scope. That kind of trust doesn't happen by accident.Niels Prip · VP HR & Business Development, Actimo
Does your team keep solving the same problems? That’s what you’d bring me in for.
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