Jaime Fowler
Product Design Process
UX Research
Qualitative & Quantitative Data
As a deeply curious and detail-oriented UXer, I always want to 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.
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​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
User Personas
Grounded, Practical User Personas
When I create user personas, my goal isn’t to build fictional profiles, it’s to create a clear, shared understanding of what users are trying to accomplish and how they’re doing it today. I focus on a small set of inputs that keep personas grounded, actionable, and easy for teams to use.
My personas are informed by:
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Real user data, both qualitative and quantitative
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Jobs-to-be-done and core tasks users need to complete
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Observed behaviors, including workarounds and “hacks” users rely on when tools fall short
By combining these elements, I create personas that reflect real needs and constraints rather than assumptions. This gives teams a practical lens for decision-making without requiring exhaustive research or overly detailed profiles.
I also treat personas as living artifacts, lightweight by design and meant to evolve as we learn more. As new insights emerge, personas are refined to stay relevant and useful throughout the product lifecycle.
User Flows
Defining User Flows Early
During discovery, I focus on mapping clear user flows once I understand who we’re designing for, what they need to accomplish, and the paths we want them to take. Defining flows early helps establish the full scope of an experience, including screen count, decision points, and edge cases before moving into prototyping.
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Aligning the team around these flows is critical. I collaborate closely with engineering at this stage to incorporate technical insight early, identify constraints, and surface risks while changes are still easy to make. A well-defined user flow also becomes a valuable artifact for design–development handoff, giving teams shared context around behavior, logic, and edge cases and reducing ambiguity as work moves into build.
AI Tools
Rapid Ideation & Prototyping
I use AI tools like v0, Lovable, and Figma Make to accelerate product discovery, explore multiple directions, and prototype with purpose. This makes it easier to compare ideas, anticipate problem areas, and involve stakeholders in visual decision-making earlier.
Rather than speeding past thinking, I use AI to create realistic, interactive prototypes that include real interaction patterns, edge cases, and error states. This helps teams validate ideas earlier, uncover risks before engineering investment, and keep conversations focused on user needs and business impact.
What this enables:
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Validate ideas earlier with higher fidelity
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Surface edge cases and failure states sooner
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Communicate design intent clearly to stakeholders and developers
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Iterate faster without sacrificing strategic thinking
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Cleaner design-to-dev handoffs through clickable prototypes
Information Design
Words That Do the Work
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, Dev-Ready UI
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.
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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.
