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Yesi on creating better experiences and collaborating with people

Profile picture of Yesi Danderfer

Argentina-born Yesi Danderfer is an inspirational designer, Spanish editor and judge at CSS Design Awards. Yesi’s known for her user-centred approach and passion for collaborating with like-minded enthusiasts.

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


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

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


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

I found you when I was looking for new and fresh content about UX and Design to read, and you happened to appear on my Twitter feed! I recommend people to follow your account on Twitter

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 colleague of mine advised me to apply. I knew being exposed to designers and developers that feature in CSSDA would give me more experience in becoming a better professional. So far, it has been a great experience.


Ok, what is your definition of UX?

User Experience is everything that affects a user’s interaction with a product or service – the sweet spot between business needs and user needs.

I can get more poetic about it, I see it as the skeleton and soul of a product. For example, a notebook without UX would be a pad of paper. However, a person can experience so much more. The touch of the pages, the dots or lines and the way the pen’s ink dries. I could go on, but I think that’s an excellent summary.


What is your design process?

Everything begins with an introductory talk or kickoff call, and then it’s performing the relevant research methods, old school sketches in my notebook, wireframes, iteration with my team/client, mockups, rapid prototypes, testing.

Exploration and iteration are keywords for my design process. I like to explore as much as I can either on both user research and visual inspiration. Secondly, an iterative process is a great way to communicate with my team and client as it helps to keep the projects moving forward.

My process is very flexible because every client and project is different. As a designer, I believe it’s important to be adaptable for every client scenario.


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

The features required would be determined by the users. I would start by researching the audience and what establish what their needs are. Once I have gathered the information, I would create a simple prototype to later test with real users.


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

In my early days of being a digital designer, the agencies and software development companies I worked for trained me in Agile Methodology. However, the more I have read, experienced and researched I have been able to put it into my testing process.

For quick starter points, I often use expert reviews. It works well with new clients who aren’t sure what areas could improve their product/service.

Whenever possible, I perform Usability Test with real users because there is honestly no better way for me to get raw feedback. Clients can be part of it, and it can also be remote which has so many benefits.

Lastly, I often create user personas. I have worked on several startups that haven’t established their audience. Building a set of personas is a great way to understand an audience and create relevant designs.


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

I am proud of all the projects I was involved in, even the ones that ended up being a complete disaster – we’ve all been there!

Recently, I have been in collaboration with Kollectin, a fashion social app which connects influencers to share their style through the purchase of designer jewellery. There is still a lot of work to be done and so much more to explore which I am excited to experience.



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.

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