**home • case studies •** download my resume ****

joanna sabak

——— digital explorer, older than the UX design, shaped by the digital shift

My path winds from history major (strong research, analytic chops) through journalism (storytelling), publishing, retail (sales, marketing), UX teams, agencies and startups, so I’m used to asking why something exists before we decide how to redesign it.

Most of my work sits in the uncomfortable space where there are multiple user types, legacy systems, too many stakeholders and no shared language. My role is to bring structure to that: understand the ecosystem, map the service, test the tricky parts with real people, and help the team make decisions they can still defend a year later.

See my resume → LinkedIn → Want to chat? →

on work

<aside>

i design services as systems, then translate them into experiences people can actually use

</aside>

service design & strategic research

———

cross-functional blueprinting comprehensive, omnichannel service blueprints that map front-stage user interactions and back-stage operational dependencies: like when the client is not the main user and the real decision path sits elsewhere.
strategic problem framing translating observed user behaviour and market data into clear business requirements, useful when a team is solving the wrong problem too early.
process governance & stakeholder alignment architecting project ecosystems and the creative process to bridge the gap between user advocacy and rigid business requirements, including cases with several teams and unclear ownership
high-empathy research field studies, workshops, and strategic sessions used to uncover hidden organisational blind spots and connect human needs with commercial realities.

ux strategy & iterative execution

———

rapid prototyping & validation driving prototype-test-iterate cycles with lightweight wireframes and audits to reduce waste before delivery.
cross-functional execution defining the core architectural logic needed to guide UI specialists and engineering teams, especially when design systems still need consistency from concept to launch.
frictionless flow architecture designing logical, structural user flows that account for accessibility, product constraints, and real usage, not just ideal scenarios.
strategic AI integration using tools like Claude, Gemini, and NotebookLM to support early analysis, system thinking, and initial audits where they genuinely help the work move forward.

research & facilitation

———

qualitative and quantitative research from interviews and behavioural tools to usability testing and audits; enough structure to guide decisions, not just gather opinions.
workshops & sessions that help teams define the ecosystem, surface disagreements early, and build a shared map before moving into delivery; this avoids the rework we have all seen.
stakeholder discussions translated into practical next steps, whether the issue is legacy process, product direction, or simply too many assumptions in the room.

on skills

Service & Research

Service blueprinting and ecosystem mapping
Customer journeys, personas, value propositions
Qualitative research (interviews, workshops, field studies)
Quantitative audits (HotJar, Clarity, UX metrics, KPIs)
Product discovery and hypothesis framing

UX & Collaboration

User flows, interaction patterns, wireframes
Prototyping and testing (moderated/unmoderated, A/B, 5‑second, tree‑tests)
Workshop design and facilitation: strategy, discovery, ideation, prioritisation
Stakeholder management and UX training for teams who need a shared language, not another buzzword.

Tools: Figma, Webflow, HotJar, Clarity, Maze, Lookback and friends.

<aside>

on experience

on certification

on education

find out more

</aside>

<aside>

there is more in life than

user personas and figma files. i read, swim, free dive and master table top rpg games

…and with my 🌊 Great Wave of Kanagawa tattoo, I’m always ready to ride the wildest waves of change.

Read more about my fascination with Hokusai Katsushika’s best work!

</aside>