Jaime Fowler
Product Design Process

UX Research
Qualitative & Quantitative Data
As a deeply curious and detail-oriented UXer, I always like to begin my process by collecting as much information as I can. Whenever feasible, I go straight to the source with user interviews or surveys. When time or resources are limited, I draw on my expertise in analyzing quantitative data, leveraging historical business insights, and conducting internal interviews to inform my decisions.
Qualitative skills:
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One-on-one user interviews
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Focus groups
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Internal stakeholder interviews
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Using AI tools to simulate interviews, gather user insights, and conduct competitor analysis
Quantitative skills:
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User surveys
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Heatmaps
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User session replays
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Analytics tools: Mouseflow, FullStory, MixedPanel, HotJar, and Google analytics
Affinity Mapping
Visual Brainstorming
Affinity mapping is one of my go-to brainstorming tools. It allows me to document ideas in one place, incorporate new information as it surfaces, and identify and organize themes as they emerge.
I find affinity maps especially valuable in collaborative sessions. Their low-stakes yet visual nature fosters more productive conversations and provides clarity for the team. They’re also an excellent tool for asynchronous collaboration, keeping everyone aligned and informed.
Affinity mapping uses:
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User interviews
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Competitive analysis
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User journey
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Requirement gathering
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Feature or scope definition






User Personas
Jobs to be done & more
When creating user personas, I prioritize these key elements:
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Real user data (both qualitative & quantitative)
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Jobs-to-be-done (JTBD)
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Compelling user stories to foster empathy
By combining these elements, I craft user personas that provide a holistic view of the user - which are far more effective than relying solely on JTBD or hypothetical profiles.
I also view user personas as dynamic, living documents that should evolve as we gather deeper insights about our users.
User Flows
User journey & site maps
Once I have a clear understanding of who I’m designing for, what they need to accomplish, and how we want them to achieve it, I focus on mapping out a visual user flow. Creating a user flow before diving into visual design ensures I capture not only the happy path but also edge cases.
Aligning the team around the user flow is a crucial step in my process and early collaboration with the development team is especially important to me. I prioritize including dev insights early so that together we can identify potential roadblocks and avoid surprises later in the development cycle.






Wireframing
Lo-fi designs & prototypes
Once the user flow is established, I move on to creating wireframes. My approach varies depending on the project. When time permits, I start with low-fidelity black-and-white wireframes and simple prototypes in Figma as an initial deliverable for the team.
However, tight timelines or stakeholder constraints often require me to jump straight into higher-fidelity wireframes. In these cases, I begin with quick sketches and rough outlines for myself before transitioning to Figma to create visuals that are ready for feedback.
This is where I lean heavily into iteration, gathering as much feedback as possible to refine the design and ensure it’s dialed in before moving on to higher fidelity UI.
Information Design
Content Strategy
A highly intuitive UX/UI is always the goal, but I believe the words used in a design are just as important. Copy should be concise, informative, and seamlessly align with the brand voice.
I draw heavily on my marketing background, content strategy experience, and SEO expertise to craft effective copy. My unique blend of product strategy, UX thinking, and marketing skills sets me apart in this often-overlooked aspect of product design.
Recently, I’ve been leveraging AI to enhance this process. I have experience training AI tools to adapt to specific brand voices, enabling me to generate on-brand, concise copy quickly and efficiently, ensuring every word adds value to the user experience.







Visual Design
High fidelity UI & prototypes
The final step in my process is delivering high-fidelity, dev-ready Figma designs for the development team. I have experience both creating these designs myself and leading a team of UI designers to produce the final deliverables.
When collaborating with other designers on the final UI, I focus on:
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Encouraging collaboration to leverage diverse ideas
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Trusting their expertise while providing actionable feedback
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Ensuring consistency with the brand and design system
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Verifying that all user states are represented in the dev-mode designs
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Confirming that prototype flows are accurate
This collaborative and detail-oriented approach ensures the development team has everything they need for a smooth implementation.