Daniela Cardoso
UX & UI DESIGNER · DÜSSELDORF, GERMANY · REMOTE
What draws me to UX is the detective work: finding the friction that costs people time and companies money, and designing it out.
Hi, I'm Daniela. I work through layers of research data to find the pattern that explains what could be improved, a habit built across Architecture, five years inside e-commerce product operations at Farfetch and Esprit, and now product design.
M.Arch
Architecture, U. Minho
5 yrs
E-commerce product operations, Farfetch & Esprit
3
Languages: PT, EN, DE
UX/UI
Product design focus
Selected work
Case studies, start to end
How I work
Listening and aligning, then designing
Working across teams with different priorities has taught me that good UX is as much about listening and aligning as it is about design. My background in Architecture sharpened how I think about systems, usability and quality from the ground up, and five years inside e-commerce photo and product teams taught me where friction actually hides.
01
Discover
Benchmarking, interviews and data. I start by collecting what people actually do, not what the brief assumes they do.
02
Define
Affinity mapping, personas and journeys, until the problem statement is small enough to design against.
03
Design
Flows and information architecture first, then wireframes, then a UI built on a consistent system of type, spacing and components.
04
Test
Usability sessions on the prototype. Every round is meant to break something, and the fix is documented next to the finding.
05
Deliver
Specs, states and handover notes, plus alignment with the people who build and maintain it after me.
How I think
Three questions I ask of any flow
Whatever the product, the same reading works: find what the screen promises, find where the promise breaks, and find who upstream can fix it.
Promise
What is this screen promising?
Every screen sets an expectation, in a filter, a label or a price. Writing that promise down in one sentence usually shows how much of it the product cannot actually keep.
Gap
Where does it stop being true?
I follow the same task end to end and mark the first moment the user has to guess, hedge or redo something. That gap is normally where the cost sits, for the person and for the business.
Owner
Who upstream can close it?
Most friction is created earlier than where it shows up, by a data field, a handover or a missing guideline. I trace it back to the team who owns it, so the fix is real and not just a redesign.