Rodrigo Fernando
My passion lies in crafting human-centred, intuitive, and accessible digital experiences.
I have honed my skills in solving complex problems through innovative design, mastering the art of seamlessly blending form and function.
My passion lies in crafting human-centred, intuitive, and accessible digital experiences.
I have honed my skills in solving complex problems through innovative design, mastering the art of seamlessly blending form and function.
From Discovery to Continuous Improvement
My iterative design process ensures a user-centred approach that aligns with business goals and delivers effective and innovative solutions.
My iterative design process ensures a user-centred approach that aligns with business goals and delivers effective and innovative solutions.
Discovery
In the discovery phase, I apply different methods to uncover friction and have clear understanding of the problem space, such as user interviews, surveys, market analysis, and stakeholder workshops.
Whether I lead the research myself or collaborate with UX researchers, product managers, and stakeholders, I ensure insights are thorough, actionable, and aligned with both user needs and business goals.
In the discovery phase, I apply different methods to uncover friction and have clear understanding of the problem space, such as user interviews, surveys, market analysis, and stakeholder workshops.
Whether I lead the research myself or collaborate with UX researchers, product managers, and stakeholders, I ensure insights are thorough, actionable, and aligned with both user needs and business goals.
In the discovery phase, I apply different methods to uncover friction and have clear understanding of the problem space, such as user interviews, surveys, market analysis, and stakeholder workshops.
Whether I lead the research myself or collaborate with UX researchers, product managers, and stakeholders, I ensure insights are thorough, actionable, and aligned with both user needs and business goals.
Define
In the define phase, I synthesise research insights into UX artefacts that clearly frame the problem space and design direction.
Whether created independently or in collaboration with UX designers, product managers, and business analysts, this phase results in a well-defined problem statement and design brief that align user needs with business goals.
In the define phase, I synthesise research insights into UX artefacts that clearly frame the problem space and design direction.
Whether created independently or in collaboration with UX designers, product managers, and business analysts, this phase results in a well-defined problem statement and design brief that align user needs with business goals.
In the define phase, I synthesise research insights into UX artefacts that clearly frame the problem space and design direction.
Whether created independently or in collaboration with UX designers, product managers, and business analysts, this phase results in a well-defined problem statement and design brief that align user needs with business goals.
Prototype
In the prototyping phase, I explore and validate solutions through low- and high-fidelity prototypes to quickly visualise and test ideas.
Whether produced independently or in collaboration with UX and UI designers, these prototypes enable rapid experimentation and help bring the strongest concepts to life.
Prototype
Prototype
Prototype
In the prototyping phase, I explore and validate solutions through low- and high-fidelity prototypes to quickly visualise and test ideas.
Whether produced independently or in collaboration with UX and UI designers, these prototypes enable rapid experimentation and help bring the strongest concepts to life.
Testing
Testing
Testing
In the validation phase, prototypes are tested with real users through usability testing and feedback sessions to assess usability and overall effectiveness.
Whether I run these sessions independently or alongside UX researchers, the goal is to gather actionable insights and iterate on the design until it meets user expectations.
Testing
In the validation phase, prototypes are tested with real users through usability testing and feedback sessions to assess usability and overall effectiveness.
Whether I run these sessions independently or alongside UX researchers, the goal is to gather actionable insights and iterate on the design until it meets user expectations.
Launching
In the delivery phase, the design is finalised and launched following iterative refinement based on user feedback.
Working closely with development teams, I help ensure smooth implementation and deployment, resulting in a fully functional product ready for market.
In the delivery phase, the design is finalised and launched following iterative refinement based on user feedback.
Working closely with development teams, I help ensure smooth implementation and deployment, resulting in a fully functional product ready for market.
In the delivery phase, the design is finalised and launched following iterative refinement based on user feedback.
Working closely with development teams, I help ensure smooth implementation and deployment, resulting in a fully functional product ready for market.
Evaluate
In the optimisation phase, product performance is evaluated post-launch through analytics and ongoing usability studies.
Whether conducted by UX researchers, data analysts, or in collaboration with me, these insights help identify opportunities for improvement and ensure the product continues to meet user and business needs.
In the optimisation phase, product performance is evaluated post-launch through analytics and ongoing usability studies.
Whether conducted by UX researchers, data analysts, or in collaboration with me, these insights help identify opportunities for improvement and ensure the product continues to meet user and business needs.
In the optimisation phase, product performance is evaluated post-launch through analytics and ongoing usability studies.
Whether conducted by UX researchers, data analysts, or in collaboration with me, these insights help identify opportunities for improvement and ensure the product continues to meet user and business needs.
Evolve
Based on the evaluation, the design is iterated to address any issues and adapt to changing user needs or market conditions.
This continuous improvement cycle keeps the product relevant and user-centric. Collaborate to evolve the product, ensuring it continues to meet user needs and business objectives.
Recommendations
“Dedicated and detail-oriented designer with a strong growth mindset, always striving to improve and enhance user experiences.”
Ivana D.
Senior Product Designer at Deloitte UK
“Highly creative, hard-working designer with strong project management and communication skills. He excels at meeting deadlines, presenting ideas, and solving design challenges.”
Katherine M.
Marketing Manager at South Bank Colleges
“Proactive and insightful designer who quickly delivers quality work. At Helsa, his clickable prototype played a key role in securing VC-backed accelerator funding.”
Rob C.
Entrepreneur & Fintech Leader
Let's talk
drigofernando@gmail.com
© Rodrigo Fernando — 2025
© Rodrigo Fernando — 2025
© Rodrigo Fernando — 2025