Federica Costa Weisman

I AM A UI/UX DESIGNER

with a background in marketing

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My Story and Journey to UX Design

  1. EVERYTHING CAN BE FIXED
    I was born in a small village in Italy, by Lake Garda. Since a young age I was always trying to fix or improve things around the house. I knew I wanted to be an architect and industrial designer. Unfortunately, my parents made my study accounting…
  2. ACCOUNTING & DESIGN DIDN’T MIX
    Accounting helped me to develop an interest in finance, but it was not for me. The poor visual and functional design of the software and documentation with which I worked daily convinced me to pursue a career in design.
  3. CONSTRUCTING THE TOOLS
    I moved to Ravenna to study industrial design. I loved ideating new products and conducting research to validate and improve my designs. Subsequent study at an Art Institute in Verona opened my eyes to other aspects of design.
  4. GETTING INTO YOUR HEAD
    Classes in psychology revealed to me the degree to which technology affects human cognition, behavior, and emotions, and made me realize how these things need to be considered in creating even the most simple interface. Thus began my interest in interactive design.
  5. ADVERTISING & MARKETING
    Later, while working in advertising agency, I would meet directly with clients in order to gain an understanding of their business, values, and goals. I learned how to listen, ask the right questions, and analyze content, in order to design effective campaigns and products. Eager to learn about market research, I pursued and received a marketing certificate promoted by the EU.
  6. MEET THE NEW WORLD
    Long a dream of mine, when the opportunity arose, I moved to New York. Initially, I freelanced, until Bloomberg LP hired me to art-direct and oversee the publication of their Magazines on mobile devices. It was a chance to build new skill-sets while building, from the ground up, design and production processes for the publication of the digital magazines.
  7. UX DESIGN
    At this time, I was also assisting in user testing; reviewing and analyzing the effectiveness of the mobile products. Observing users’ interactions with the products led me to study for and obtain a certificate in UX design at NYU. From that point, my became focused in that direction.
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Working through a process

In striving to creating better user experiences, I have learned that design is an iterate process in which knowledge, research, planning, empathy, communication, and collaboration are the foundations for building meaningful products.

Research & Planning RESEARCH AND PLANNING
  • Collaborate with product owners and product managers to establish business and product requirements
  • Gather data from analytics and online resources to identify users’ behaviors and needs
  • Explore competitors and their products and document analysis to identity product features and opportunities
Ideate IDEATE
  • Based on user research, built user cases by directing and leading the creation of user-flows, low and high-fidelity wireframes
  • Create prototypes at every stage of the process and validate them internally and externally
User UTesting_ USER TESTING
  • Collaborate with product manager to identify user testing strategy
  • Meet with interview facilitator to explain and refine user testing procedure
  • Observe user testing and develop follow-up questions for interview facilitators to better understand users’ interactions with prototypes
Iterate ITERATE
  • Optimize designs based on users’ and stakeholders’ feedback
Visual Design/UI VISUAL DESIGN/UI
  • Collaborate with design director to define visual aesthetics
  • Manage the creation of the UI, including styleguides and templates
Development & Marketing DEVELOPMENT AND MARKETING
  • Create specifications for handoff to developers
  • Work closely with developers using Agile/Scrum methodology
  • Perform visual Q&A and organize bug fixes with developers
  • Lead the development of digital marketing campaigns for product launches, promotional landing pages, newsletters, and social media
Video Publishing Process Flow
Video Publishing Process Flow

Before improving the news video experience, I interviewed video editors, producers, and project managers to understand and define pain points of the video editing and publishing procedure. In order to explain the process to stakeholders, I represented it in this flow chart that covered all bases.

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Live TV Wireframes
Live TV Wireframes

These phone, tablet and watch wireframes were design to explore and identify taxonomy and site map for the Live TV Experience of a Financial News Application.

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Specs for Developers
Specs for Developers

I use this document to explain to developers how to implement styles and behaviors of the section tabs of the Markets Magazine tablet application.

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Brand Identity Styleguides
Brand Identity Styleguides

These are examples of Product, Brand Identity and International Styleguides.

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Federica Costa Weisman

Federica Costa Weisman

UI/UX Designer

With more than 15 years experience working across multiple design disciplines such as user experience, user interface, visual design, and marketing. My ability to frame every design problem allows me to see the bigger picture and focus on every aspect of a challenge, by looking at things from different perspectives.

For all inquiries including work samples, job offers, and collaboration, you can reach me at:

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