► The Mindset
No inflated promises, no shortcuts, no gimmicks—just thoughtful, evidence-based work built to solve real problems.
Data-Driven Insights
Design decisions are grounded in real evidence, analytics, research, and user feedback, ensuring that every choice serves a purpose.
Business-Approach
Design that works for your users and your bottom line. Every solution is aligned with KPIs and measurable business goals.
Behavior-Based Design
Designing interfaces that reflect how people think and behave, encouraging actions that support both user and business needs.
Accessibility & Inclusivity
I create products for everyone, regardless of their abilities, devices, or situations, because good design should be inclusive of everyone.
Simplicity & Clarity
I design frictionless interfaces for effortless navigation. Cut noise. Amplify impact.
Trends are not our friends
I design for real people, not whatever is trending this week. Consistency and usability always win.
ROI of UX
Up to
100x return
per 1$ invested
Better UX = better business efficiency
Customer Retention
88%
don’t come back
after bad UX
Retention requires seamless journeys
Mobile Experience
74% return
when mobile UX
is strong
Mobile decides loyalty
First Impression
94% of first impressionsare
design-driven
Design shapes trust instantly
Accessibility Impact
+12% market reach with
accessible UX
Inclusivity expands opportunity
User Satisfaction
80% more likely
to buy after
good UX
Positive experience drives revenue
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► Projects
A selection of my most recent work, crafted to solve real problems and deliver real results.
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Tripaneer
Website/Admin Dashboard
GMA
Website/App/Admin Dashboard
Athletic Sport Center
Website
► About Root
Root is me, for now, along with my cat Oscar, who supervises from a safe distance.
I created Root as a reminder to always return to the core: to understand where something comes from, why it behaves in a certain way, and what it needs to thrive.
When I design for your business, I approach it with the same care: deeply, intentionally, and with roots solid enough to create a lasting impact.
UX AUDIT
Identify what’s holding your product back.
Audit uncovers friction points, accessibility issues, and conversion barriers, providing clear and actionable insights to optimize your digital experience.
UI/UX DESIGN
I create designs that are intuitive, functional, and beautiful.
I design data-driven interfaces and seamless experiences— from wireframes to full design systems—guaranteeing consistency, usability, and lasting impact at every touchpoint.
Root is a one-person UX/UI practice built around a simple principle: every product problem has a root cause. The work focuses on identifying those causes with precision and designing solutions that improve clarity, performance, and outcomes. Root is research-driven, detail-oriented, and structured to deliver clean, intentional design that supports business goals.
Here, I design user interfaces and create user experiences for websites, mobile apps, and complex technical dashboards where precision, structure, and usability matter.
I also provide UX Audits — a structured, analytical review that identifies friction points, accessibility issues, navigation problems, and conversion barriers. The outcome is a clear report explaining what’s holding your product back and exactly how to fix it.
1. A focused strategy phase
A short video call to understand the product, the business constraints, KPIs, and bottlenecks. Direct, efficient, and business-oriented.
2. A precise proposal + a mutually beneficial contract
You receive a clear scope, timeline, responsibilities, and deliverables.
If needed, we craft a contract together — one that protects both parties, defines expectations, and ensures the collaboration remains predictable and fair.
3. An improvement plan backed by evidence
Every recommendation is grounded in analytics, UX principles, user behavior, and product goals. Nothing arbitrary. Everything justified.
4. High-quality interface design
You get clean layouts, strong hierarchy, frictionless navigation, and clarity-driven UX patterns tailored to your users and your industry.
5. Iterations that refine, not derail
Revisions follow a structured logic. Each round cuts noise and increases usability, accessibility, and conversion performance.
6. Delivery and long-term support
Final assets, documentation, and implementation support so the product works exactly as intended.
Collaboration outcomes focus on measurable impact:
– Higher sales
– Increased product visibility
– Reduced user friction
– Stronger conversion flows
– Improved accessibility
– Lower bounce rates
– Clear, user-friendly UI
– Consistency that strengthens brand trust
A collaboration with Root Vision is straightforward, strategic, and built to serve both the user and the business — with a contract that protects and empowers both sides.
No fixed prices live on the website for a reason: the cost varies significantly depending on factors that can shift from project to project, such as:
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project size and complexity
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number of screens, flows, and states
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business requirements and research depth
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need for testing or designing systems
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deadlines and delivery speed
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collaboration format (async, meetings, workshops)
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type of NDA required
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whether the project needs ongoing support or a one-off delivery
A precise quote can only be given after understanding scope, goals, constraints, and timelines.
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Root has legal counsel available to draft, adjust, or review an NDA so it fits the exact requirements of the collaboration — scope, confidentiality level, timelines, ownership rights, and any additional clauses you may need.