Argentina-born Yesi Danderfer is an inspirational designer, Spanish editor and judge at CSS Design Awards. Known for her user-centred approach she loves to collaborate with like-minded enthusiasts to get the best possible outcome.

Yesi has some incredible experience running her own agency and being a part of Kollectin, a fashion social app that connects influencers and users to share their style purchase of designer jewellery.

All of the above keeps her busy but we had the chance to catch up with Yesi to ask about her career so far, her approach to design and how she has become a better professional.




1. Hey Yesi! Can you talk a little bit about yourself?

Absolutely! It’s so nice to meet all of you, my name is Yesi and I’m a UX/UI and Product Designer from Mar Plata, Argentina. I try to create better experiences one pixel at a time, collaborating with amazing people.


2. We’re curious, What made you get in touch with us?

I found you by chance when I was looking for new and fresh content about UX and Design to read, and you happened to appear on my Twitter feed!


3. Wow! We believe you’re a judge at @cssdesignawards?– Tell us more…

That’s correct! I became a Judge for the CSS Design Awards back in April 2017 after a good colleague of mine suggested I applied as it would provide more experience and knowledge because you learn and get to know more about the designers and developers who work behind the masterpieces that feature in CSSDA, and by objectively judging their work you also become a better professional. So far, it has been a great experience.


css awards


4. Ok, what is your definition of UX?

To me, User Experience is everything that affects a user’s interaction with a product, the sweet spot between business needs and user needs. But if I can get more poetic about it, I see it as the skeleton and soul of a product, because without UX, a notebook would be just a notebook to write things on but due to the user experience of how that notebook is designed, for example, a person can experience certain sensations when their fingertips touch the sheets or when the pen’s ink dries on the paper. I could go on and on, but I think that’s a good summary.


5. What is your design process?

Keywords for my design process are exploration and iteration. I like to explore as much as I can either on user research or visual inspiration, and it’s very important for me to iterate with my team and client because if I can’t communicate properly with either of them then we won’t move forward.

So basically, everything begins with an introductory talk or kickoff call, then it’s mostly many kinds of research, old school sketches on my notebook, wireframes, iteration with my team/client, mockups, rapid prototypes, testing.

Of course, my process is very flexible because every client is different and every project is different, so it’s important to be adaptable for every case scenario.


6. You specialise in UI/UX and product design. How would you decide which features to add to your product?

I focus on my user first and foremost, so I would definitely keep my users in mind to know what kind of features they would need and I believe by doing research on what my audience is, how they are and what their needs are—that would be a good start. Then, that information would be good enough for a simple prototype that I can put together based on my experience of previous research (what item works where and why) to later test it with real users.

So I would say it’s a combination of my own experience as a Designer working on the same kind of products over a certain period of time, research and testing with real users because at the end of the day those are the people that will be using the product I’m designing.


7. How do you test your ideas, do you use the Lean UX methodology?

This is a bit tricky because when I was younger than now and I gave my first steps as a digital designer, the agencies and software development companies I worked for trained me in the Agile Methodology, but I think the more I read, researched and met other colleagues, I was able to start including everything I learnt and found useful into my own testing process.

What I use the most whenever I work is an Expert Review, especially with new clients and products that already exist, are big and when my client doesn’t really know exactly what’s wrong with it but they just know that there is something not right. It’s quick, offers a lot of input and a lot of starter points.

Whenever possible, I try to perform Usability Test with real users because there is honestly no better way for me to get real, raw feedback. Clients can also be part of it, and can also be done remotely.

Last but not least, because there are many out there but this is another I use quite often, are user personas. More than once I’ve worked on Startups or products that have yet to be created and there is not an audience yet set, so creating a set of personas is a must to understand what kind of user we are dealing with.


8. Tell us about a project that you’re most proud of.

I think in a way I’m proud of all of the projects I was able to collaborate in, even the ones that ended up being a complete disaster for one reason or another (we have all been there!). But right now and for some time I have been collaborating in Kollectin, a fashion social app that connects influencers and users to share their style through the purchase of designer jewellery. There is a lot of work still to be done and so much more to explore, so I’m definitely excited to see where it will take me as a designer.




Thank you Yesi for sharing your story with our audience at Together Incredible. Follow Yesi Danderfer on Twitter to keep up to date with her journey.


Below are Yesi’s go-to products for design



Lamy Al-Star black 0.7mm Mechanical Pencil

Buy on Amazon



The User Experience Team of One: A Research and Design Survival Guide

Buy on Amazon



Samsonite Luggage Tectonic Backpack

Buy on Amazon


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6 UX principles that will guide you to create killer content 

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