About me

Designer + Problem-solver

Designer + Problem-solver

Designer + Problem-solver

I'm Andy, a CRO and UX strategist. I bridge data and design to craft user-friendly experiences that drive conversions. I uncover friction points and usability gaps through analytics, user testing, and behavioral research, bringing together the ‘what’ of quantitative data with the ‘why’ of user insights.

Numbers show the patterns, while heatmaps, session recordings, and direct feedback reveal the motivations behind them. This combination allows me to design improvements that not only lift conversions but also create genuinely better experiences for users.

By uniting data with human-centered design, I craft digital journeys that reduce drop-offs, improve engagement, and deliver measurable business results while keeping people at the heart of every decision.

Design Process

Design Process

Design Process

How I work

Coming from a background in Human-Computer Interaction, I naturally approach projects with a user-centered mindset. For me, understanding the people I'm designing for is always the starting point.

Emphatize

Understanding the people I’m designing for is the most important part of my process. I dig into user data with tools like PostHog, Google Analytics, and Hotjar to see what’s actually happening. But numbers only go so far. I also talk to users, watch how they interact with the product, and ask questions to get to the root of their frustrations, needs, and goals.

Define

Maximise your home's potential with a bespoke loft conversion. Whether you're looking for an extra bedroom, office, or living space, Refit transforms underused lofts into stylish, functional areas, adding both value and comfort to your home with expert planning and precision construction.

Ideate

When I come up with ideas, I use mind mapping to organize ideas and explore connections. I rely on insights from user data and best practices to guide me, but I also use random inspiration to push creativity and think outside the box.

Prototype

I decide on the fidelity based on what I’m testing. When I’m focused on functionality, I keep it as low-fidelity as possible to move quickly. But since visuals can impact the UX, I try to strike a balance. For higher-fidelity prototypes, I usually use Figma, and sometimes Framer for more interactive prototypes.

Test

Finally, I test my prototypes with real users. Depending on what I’m evaluating, I might use user testing, A/B testing, pre-post testing, or a combination. I observe interactions, gather feedback, and identify what’s working and what needs improvement. I iterate a lot, constantly refining the solution based on those insights.

Iterate

A key part of my design process is continuous iteration. I work closely with users and cross-functional teams to regularly test, gather feedback, and refine ideas. I often move back and forth between ideation, prototyping, and testing until the concept feels validated and ready to move forward.

Emphatize

Understanding the people I’m designing for is the most important part of my process. I dig into user data with tools like PostHog, Google Analytics, and Hotjar to see what’s actually happening. But numbers only go so far. I also talk to users, watch how they interact with the product, and ask questions to get to the root of their frustrations, needs, and goals.

Define

Maximise your home's potential with a bespoke loft conversion. Whether you're looking for an extra bedroom, office, or living space, Refit transforms underused lofts into stylish, functional areas, adding both value and comfort to your home with expert planning and precision construction.

Ideate

When I come up with ideas, I use mind mapping to organize ideas and explore connections. I rely on insights from user data and best practices to guide me, but I also use random inspiration to push creativity and think outside the box.

Prototype

I decide on the fidelity based on what I’m testing. When I’m focused on functionality, I keep it as low-fidelity as possible to move quickly. But since visuals can impact the UX, I try to strike a balance. For higher-fidelity prototypes, I usually use Figma, and sometimes Framer for more interactive prototypes.

Test

Finally, I test my prototypes with real users. Depending on what I’m evaluating, I might use user testing, A/B testing, pre-post testing, or a combination. I observe interactions, gather feedback, and identify what’s working and what needs improvement. I iterate a lot, constantly refining the solution based on those insights.

Iterate

A key part of my design process is continuous iteration. I work closely with users and cross-functional teams to regularly test, gather feedback, and refine ideas. I often move back and forth between ideation, prototyping, and testing until the concept feels validated and ready to move forward.

Emphatize

Understanding the people I’m designing for is the most important part of my process. I dig into user data with tools like PostHog, Google Analytics, and Hotjar to see what’s actually happening. But numbers only go so far. I also talk to users, watch how they interact with the product, and ask questions to get to the root of their frustrations, needs, and goals.

Define

Maximise your home's potential with a bespoke loft conversion. Whether you're looking for an extra bedroom, office, or living space, Refit transforms underused lofts into stylish, functional areas, adding both value and comfort to your home with expert planning and precision construction.

Ideate

When I come up with ideas, I use mind mapping to organize ideas and explore connections. I rely on insights from user data and best practices to guide me, but I also use random inspiration to push creativity and think outside the box.

Prototype

I decide on the fidelity based on what I’m testing. When I’m focused on functionality, I keep it as low-fidelity as possible to move quickly. But since visuals can impact the UX, I try to strike a balance. For higher-fidelity prototypes, I usually use Figma, and sometimes Framer for more interactive prototypes.

Test

Finally, I test my prototypes with real users. Depending on what I’m evaluating, I might use user testing, A/B testing, pre-post testing, or a combination. I observe interactions, gather feedback, and identify what’s working and what needs improvement. I iterate a lot, constantly refining the solution based on those insights.

Iterate

A key part of my design process is continuous iteration. I work closely with users and cross-functional teams to regularly test, gather feedback, and refine ideas. I often move back and forth between ideation, prototyping, and testing until the concept feels validated and ready to move forward.

LETS WORK TOGETHER!

CV

Get in touch!

Copyright © 2025 Andreas Westman.

All rights reserved.

LETS WORK TOGETHER!

CV

Get in touch!

Copyright © 2025 Andreas Westman.

All rights reserved.

LETS WORK TOGETHER!

CV

Copyright © 2025 Andreas Westman.

All rights reserved.