Design for Humans

Over the past 10 years, I've had the privilege of leading design efforts for both Fortune 500 companies and startups in AI, GovCon, Web3 and e-commerce, helping them create memorable and impactful designs.

Case studies

Technology should be a catalyst, enhancing and simplifying the human journey.

My computer science foundation strengthened my approach to design, resulting in data-driven design decisions as well as seamless cross-team communication. My approach is informed by over 10 years of experience in design, including serving on juries for international design awards.

This unique perspective enables me to create visually compelling and fundamentally transformative user experiences.

Stevie AwardsA' Design Awards

Case Studies

Beyond interfaces: showcasing the science of human-centric design.

Trident3 NEW

Led the creation of an essential data visualization suite for Fortune 500 companies, leveraging my design expertise to deliver a powerful and intuitive platform that revolutionized how large enterprises interact with their data.

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Aiko AI

Spearheaded the development of award-winning enterprise productivity software, crafting a comprehensive design system and user experience ultimately contributing to our recognition as "Best AI company of the year".

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Crane AI

Crafted UI/UX for the world's first conversational AI code generator, translating complex AI features into an intuitive and revolutionary hybrid IDE/chat-based app, transforming how developers approach software creation.

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Dive into Design Dimensions

Design systems

The DNA of a digital ecosystem: colors, typography, iconography, buttons, forms, navigation patterns.

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User Experience (UX)

Understanding human behaviors and motivations through observation techniques and task analysis.

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Data Visualization

Converting the complex language of raw data into a visual vocabulary that's accessible to humans.

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Hear it from real humans

"Ruben had a remarkable ability to take complex AI technologies and seamlessly integrate them into user-friendly applications.

His leadership in product design was crucial for our B2C initiatives. Ruben fostered a collaborative environment that encouraged creativity and innovation. His strategic insights and dedication to excellence significantly impacted our projects. Working with Ruben was a rewarding experience."

- Priansh Shah, CTO

"Ruben's leadership in product design was outstanding during his time with us.

He effectively balanced functionality and aesthetics, providing solutions that were both intuitive and visually appealing. Ruben's understanding of enterprise needs and commitment to high standards made him a reliable leader. His strategic thinking and proactive approach drove innovation within our organization. Ruben was a leader who envisioned the future and motivated his team to achieve it."

- Laurence Dilouya, CEO

"His leadership in guiding the team through complex projects was invaluable, making him a crucial part of our success.

Working with Ruben was a significant boost for Goldie Paris. His expertise in product design helped elevate our e-commerce platform. Ruben's ability to blend aesthetics with functionality improved the user experience and contributed to our platform's success."

- Julie Benhammo, CEO

The design manual

Core Principles
Foundations
Cognitive Psychology Understanding how users think and process information. Tip: Apply Gestalt principles in your designs.
Double Diamond Methodology for identifying a problem and developing a solution. Tip: Start by researching the problem.
User Behavior Analyzing patterns in user actions. Tip: Use analytics tools to gather behavioral data.
Design Sprints Rapid, time-constrained design process. Tip: Limit sprints to 5 days for optimal results.
Design Thinking
Empathize Understanding user needs and emotions. Tip: Conduct user interviews to gain deeper insights.
Define Framing the design problem clearly. Tip: Create a concise problem statement.
Ideate Generating diverse solution ideas. Tip: Use brainstorming techniques like mind mapping.
Prototype Creating quick, testable versions. Tip: Start with low-fidelity prototypes to save time.
Test Evaluating designs with users. Tip: Prepare specific tasks for usability testing.
Visual Essentials
Visual Hierarchy Organizing elements by importance. Tip: Use size, color, and spacing to guide attention.
Accessibility Standards Designing for all users. Tip: Follow WCAG guidelines for inclusive design.
Emotional Design Evoking user emotions. Tip: Use color psychology to influence user mood.
Brand Guidelines Consistent visual identity rules. Tip: Create a comprehensive style guide.
User-Centered Design
User Personas Fictional user representations. Tip: Base personas on real user research data.
Usability Metrics Quantitative UX measurements. Tip: Track metrics like task completion rate and time.
A/B Testing Comparing design variations. Tip: Test one variable at a time for clear results.
Research & Analysis
Research Techniques
Card Sorting Organizing information architecture. Tip: Use both open and closed card sorting methods.
Heuristic Evaluation Expert UX review. Tip: Use Nielsen's 10 usability heuristics as a framework.
Competitive Analysis Studying rival products. Tip: Create a comparison matrix of key features.
Contextual Inquiry Observing users in context. Tip: Take notes on unexpected user behaviors.
Depth Interviews In-depth user conversations. Tip: Use open-ended questions to encourage detailed responses.
Focus Groups Group discussions. Tip: Ensure all participants have a chance to contribute.
Experience Mapping
Affinity Mapping Grouping related ideas. Tip: Use color-coded sticky notes for easy visualization.
Empathy Mapping Visualizing user attitudes. Tip: Include what users say, think, do, and feel.
Journey Mapping Visualizing user experiences. Tip: Include emotional states at each journey stage.
Project Initiation
Stakeholder Interviews Gathering project requirements. Tip: Prepare a structured interview guide.
User Stories Brief feature descriptions. Tip: Follow the "As a [user], I want [goal] so that [benefit]" format.
MVP Definition Minimum Viable Product. Tip: Focus on core features that solve the main user problem.
Data Collection
Survey Design Creating user questionnaires. Tip: Use a mix of closed and open-ended questions.
Data Visualization Representing data graphically. Tip: Choose chart types that best represent your data.
Conceptualization
Interaction Design
User Flows Mapping user paths. Tip: Start with the main user goals and work backwards.
Wireframing Creating layout sketches. Tip: Use grayscale to focus on layout, not visual design.
Content Strategy
Information Architecture Organizing content structure. Tip: Use card sorting to inform your IA decisions.
Content Audit Assessing existing content. Tip: Create a comprehensive inventory with metadata.
Ideation Techniques
Sketching Quick idea visualization. Tip: Use thick markers to avoid focusing on details too early.
Crazy Eights Rapid sketching exercise. Tip: Set a timer for 8 minutes to sketch 8 ideas.
Usability
Usability Testing Evaluating user experience. Tip: Encourage users to think aloud during tests.
Prototype Fidelity Level of prototype detail. Tip: Match fidelity to your testing objectives.
Visual Design
UI Best Practices
Microinteractions Small, functional animations. Tip: Use microinteractions to provide user feedback.
Visual Mockups Detailed design representations. Tip: Create mockups at different device sizes.
Interactive Prototypes Clickable design mockups. Tip: Focus on main user flows for efficiency.
Motion Design Adding movement to interfaces. Tip: Use motion to guide user attention and provide context.
Layout Techniques
Responsive Layouts Multi-device adaptable designs. Tip: Use bootstrap for websites and web apps.
Grid Systems Layout organization tools. Tip: Use a 12-column grid for flexibility.
Component Design
Design Systems Reusable design components. Tip: Start with core elements like typography and color.
Atomic Design Modular design methodology. Tip: Start with atoms, then build up to molecules and organisms.
Design Tools
Figma #1 collaborative design tool. Tip: Use components for consistent, reusable elements.
Sketch Older design application. Tip: Leverage symbols for efficient design system creation.
Adobe XD UX/UI design platform. Tip: Use auto-animate for smooth prototype transitions.
InVision Prototyping platform. Tip: Use boards for organizing and presenting design concepts.
Design Implementation
Visual Identity
Typography System Consistent text styling. Tip: Limit to 2-3 font families for clarity.
Color Palette Project color scheme. Tip: Include base, accent, and semantic colors.
Logo Design Brand identity symbol. Tip: Ensure the logo works in monochrome.
Design Specifications
Responsive Design Multi-device compatibility. Tip: Use flexible grids and images.
WCAG Compliance Accessibility guidelines. Tip: Aim for at least AA level compliance.
Design Patterns Reusable design solutions. Tip: Maintain a pattern library for consistency.
Design-Dev Handoff
Redlining Adding red lines indicating spacing and sizing of design elements.
Design Tokens Style variables. Tip: Use tokens for colors, spacing, and typography.
Style Guides Design rule documentation. Tip: Include usage examples for each guideline.