i build the flow
between people,
process, and products
My nickname is Wave, and I ride the flow of strategy, discovery, and design. Senior Service & UX Designer with 10+ years shaping clear, ethical flows from research to launch.
on service design
———
I bridge chaotic creative energy and business constraints through structured service design. As a “Flow Architect”, I bring clarity to complexity and help teams deliver meaningful outcomes.
Gallery view
streamlined multi-user blueprint: what if your client isn't your user?
Service Design
when to quit fixing issues? difficult work with the inner crm workflow
Service Design
UX Audit
tone-deaf or tone-perfect? building a voice for modern app
UX Research
Service Design
unpacking gen z’s shopping world – in-depth research
UX Research
on core values
———
- Momentum
I keep projects moving so each phase builds on the last and teams stay responsive to change, starting with a plan and building real traction.
- Pragmatic User Advocacy
My design goes beyond being “friendly”; it’s high-functioning empathy grounded in respect for users’ time and real project constraints.
- Resilience & Adaptability
Staying flexible in change, turning ambiguity into opportunities and adjusting direction based on evidence to keep projects moving.
i believe that design
should not only
meet functional needs
but also evoke emotions
I work with empathy as a practical tool, creating space for feedback, collaboration, and better decisions. By understanding the deeper human experience, I design solutions that resonate, engage, and hold up in the real world.
My approach is grounded in ethical design, where every choice is intentional and contributes positively to the people it serves.
on fit
———
where I’m most useful:
- Products with several user types and decision‑makers (for example, teacher–parent–student–publisher constellations where nobody is “the only customer”).
- Organisations stuck between old systems and new ambitions, not sure whether to patch, replace or rethink.
- Teams with too many ideas and no shared map, needing someone to hold the process and keep it honest and humane.
- Startups with complex or AI‑driven products that must feel understandable and trustworthy for non‑experts from day one.
on things i love to do
on the table
Artificial intelligence is the new reality. That's why I'm incorporating it into my design process by reading, studying, and earning certifications in AI agents and building automation functions.
Creating product Design System and discovery processes by co-creating an
AI-based SaaS interface for StormAI.
AI-based SaaS interface for StormAI.
Work in progress
© 2026 joannna-on-wave. Crafted with intention and a little bit of doodle.
Made with Bullet