Great Design is Felt, not Seen.
Avinash Dubey | UX Designer | Based in London
I design intuitive, scalable experiences that simplify complex enterprise workflows.
10+ years in SaaS, AI‑assisted tools, and data‑driven UX.
My Journey So Far
Organizations that have shaped my career
70%
Improvement in operational efficiency through user-centered workflow optimization.
43%
Average uplift in feature adoption through usability-led product transformations.
10+
Years of UX Practice
Enterprise & agency
52+
Successfully shipped products for users worldwide.
CASE STUDIES
A collection of design projects focused on user research, interaction design, and product strategy.
Designing for Net Zero — NIO by HCLTech
How I shaped the user experience of an award-winning IoT sustainability platform used by enterprises worldwide to monitor, reduce, and report carbon emissions. In Progress...
Flight Booking App
A rigorous UX research and interaction design project exploring how to simplify the flight booking experience for diverse user groups. Conducted user interviews, competitive analysis, and iterative prototype testing — applying the full double-diamond process from discovery through to validated high-fidelity designs.
Fee Panel for School
End-to-end UI/UX Design - a school fee management platform — translating a complex administrative workflow into a clean, intuitive interface for staff and parents. Focused on reducing task friction, improving information hierarchy, and delivering a design system that could scale across multiple school types.
Tehrannasim Logistics
This logistics case study highlights the transformation of a chaotic shipping management tool into a seamless, user-centered experience. Through rigorous user testing and a focus on accessibility, the new design optimized daily workflows for drivers and coordinators alike.
My Design Process
Every project has a different flavor. I mix and match these steps to create the perfect recipe for your specific goals.
Discover & Research
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Competitive Benchmarking
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Qualitative & Quantitative Research
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Heuristic Evaluation
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Usability Audits
Design & Iterate
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Low-Fidelity Sketching
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Wireframing (Lo-Fi & Hi-Fi)
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Visual Design & Prototyping
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Building Scalable Design Systems
Analysis & Strategy
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Affinity Mapping
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Customer Journey Maps
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Information Architecture & Card Sorting
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User Flow Diagrams
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Using AI for rapid data synthesis, sentiment analysis, and automating user interview transcriptions.
Validation & Handover
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A/B Testing & Usability Testing
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Design Annotations for Clarity
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Developer Collaboration & Handoff