From post-its to prototyping, user personas and user testing, I have hundreds of iterations of app flows and web designs. UX has become a huge part of what I do and what I am passionate about. I understand from experience how important good UX is and that if ignored can be so detrimental to the success of any digital experience. A good user testing process, clear and well-informed wireframes, prototypes and a strong review process with the development team is key. A/B testing and good tracking data also allow for future optimisations and a full overview of user behaviours.