I'm a seasoned product designer with a decade of experience and a degree in creative brand communication, passionate about fostering design maturity in startups and leading cross-functional teams towards research-backed solutions. My tenacity stands out, transforming challenges into opportunities, and my robust organizational skills enable me to manage multiple projects with precision and quality. [View my portfolio](_Website not available. Sign in: https://www.twine.net/signup_)

Michelle Walstra

I'm a seasoned product designer with a decade of experience and a degree in creative brand communication, passionate about fostering design maturity in startups and leading cross-functional teams towards research-backed solutions. My tenacity stands out, transforming challenges into opportunities, and my robust organizational skills enable me to manage multiple projects with precision and quality. [View my portfolio](_Website not available. Sign in: https://www.twine.net/signup_)

Available to hire

I’m a seasoned product designer with a decade of experience and a degree in creative brand communication, passionate about fostering design maturity in startups and leading cross-functional teams towards research-backed solutions.

My tenacity stands out, transforming challenges into opportunities, and my robust organizational skills enable me to manage multiple projects with precision and quality.

[View my portfolio](Website not available. Sign in: https://www.twine.net/signup)

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Skills

Fr
Freelance Gig
Pr
Product Design
Pr
Prototype
We
Web Design
Ap
App Design
See more

Experience Level

Freelance Gig
Expert
Product Design
Expert
Prototype
Expert
Web Design
Expert
App Design
Expert
Figma
Expert
Adobe Illustrator
Expert
Adobe Photoshop
Expert

Language

English
Fluent
Afrikaans
Advanced

Education

Bachelor of Arts in Creative Brand Communications at Vega
January 1, 2011 - January 1, 2014
Majored in Visual Design

Qualifications

Add your qualifications or awards here.

Industry Experience

Software & Internet, Computers & Electronics, Financial Services, Non-Profit Organization, Professional Services, Retail
    uniE621 Dashboard design for a data-rich agritech startup
    As the lead product designer for Ecoation, I successfully addressed a crucial user need by enhancing the web platform for viewing greenhouse Integrated Pest Management (IPM) data. The problem stemmed from user requests to visualize multiple issues on a single map to better understand relationships between data points. Through user interviews with high-tech growers, I identified key user stories and conducted a thorough competitive analysis. Ideation involved creating a user-friendly interface, considering Hick's Law and cognitive load. I generated multiple design concepts, tested prototypes with UsabilityHub, and iterated based on user feedback. The final design featured high fidelity mock-ups, Jira tickets for the engineering team, and a detailed acceptance criteria. The project aimed to improve the 90-day user retention rate, anticipating a 20% increase. ProductDesigner UXDesigner UserExperience UX
    uniE621 Transforming the home screen of an online food ordering mobile app
    In my role as a lead product designer for YUMBI, I identified a significant issue through Hotjar analytics, revealing users spending excessive time on the app's home screen, often selecting unavailable stores. To understand this behavior, I conducted in-person usability tests using Facebook ads and Mr Tappy for recording. The findings emphasized the impact of information overload on the home screen, aligning with Hick's law. The challenge was reducing cognitive load by displaying only relevant store options. Collaborating with the product owner and lead developer, I addressed 12 user scenarios with a comprehensive flow diagram. User testing also highlighted UI issues, leading to a refined design that included a radio toggle for order type selection. Documenting specifications and collaborating with developers, the implemented solution resulted in a 14.55% decrease in checkout bounce rate and a 3.16% reduction in average time on screen. Notably, the app feedback form recorded fewer complaints, indicating an improved user experience in store selection and order type accuracy. UXDesigner ProductDesigner LeadDesigner Designer UserExperience