My name is Indiana Caba. I have 8 years experience as a senior UX and Product designer, specially focused in both B2B and B2C startups.
I enjoy working in fast paced environments, within large or small cross functional teams. I love challenges: taking something that seems incomprehensible through the necessary steps to make it into a usable and delightful product. I like to evangelise on the need to think beyond business drivers and make stuff people actually care about.
When I’m not researching or pushing pixels, you’ll find me in a coffee shop reading, doodling, taking pictures or hiking.
I’M SPECIALISED IN
Userflows & journeys
…always data driven!
PROTOTYPING & FRONT-END
Pen & paper
Building products is my passion. It’s more than just design. It’s about understanding the company and its users. It’s about complex processes and joinery to achieve success.
User research & IA
Capture user behaviour, pain points, motivations, and needs from contextual inquires. Group into logical pillars to identify gaps and opportunities. Map out product information architecture and features.
Use google analytics and internal analytics tools to identify trends and problems, confirm hypothesis and evaluate userflows.
Visually communicate abstract concepts with users and team members to generate feedback.
User testing & A/B testing
Prepare, run and analyze user testings to improve or build new features or products. Also plan and analize A/B and multivariate testing.
Get users involved early in the design process with quick and inexpensive rapid paper (and non paper!) prototypes. Develop interactive prototypes using Invision, Marvel, Axure… or develop functional prototypes with HTML/CSS/JS. This helps to uncover usability issues and validate design decisions based on actual user reactions.
Apply user research, product branding, grid structure and typography to create delightful mockups.
I’m passionate about being the UX champion in any project or product in which I collaborate!
I shape a product by iterating on both features and problems, day by day.