I led UX strategy across teams, owning both the research that points the way and the interaction detail that delivers it.
12+ years building products.
What I've worked on
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AI Native UX Workflow
Design-system rules, component contracts, and live UX research delivered where developers code, before decisions drift into a PR.
Read case studyKnowledge Base
A centralized, AI-powered knowledge base for AWS. Led end-to-end design and research that reshaped how teams decide together.
Read case studyPage Templates
Hitachi Energy editors stopped starting from a blank canvas. Templates cut page build time and gave readers a consistent structure.
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Videocall App
Berst went mobile-ready in four weeks: one responsive web app, three streams aligned, and a desktop-first tool remade for phones.
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Design System
Appway’s shared patterns, components, and docs so client UIs could scale on a configuration-driven foundation, and open the door to AI-driven UI later.
Read case studyInteractive Elements
Clearer affordance on links and interactive components helped people go deeper, lifting third-level page visits by 40%+ in many cases.
Read case studyCase Studies Revamp
Scattered project stories became one case-study system with filters, tags, and writing guidelines.
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TL;DR
2025–present
The handoff didn’t need to be faster. It needed to disappear.
- 4 knowledge sources
- 8 workflow stages
- Straight to code UX guidance
Under NDA; wireframes are mockups.
- The problem
- Component purpose, data requirements, research findings and open questions lived in tickets, Figma, Slack and scattered docs, nowhere a developer could reach while building. So the UI shipped looking right and meaning the wrong thing.
- What we did
- Turned component contracts, design-system rules, research insights and open questions into a live knowledge layer the coding agent consults while a developer builds, so UX guidance arrives at the point of implementation, not after the PR.
TL;DR
2022–2024
From disconnected emails to one source of truth.
- 3 mo MVP launched
- 3× more data logged
- ≈100M$ yearly savings
Under NDA; wireframes are mockups.
- The problem
- Several teams gathered the same operational data their own way, in spreadsheets emailed around every week, so nobody could tell what was current, who owned a change, or how a decision had been informed.
- What we did
- Built one multi-module knowledge base where every module shares the same patterns for collection, collaborative maintenance and reporting, with records that carry their own provenance, and an assistant that suggests but never writes a field.
TL;DR
2020–2022
Editors stopped reinventing the page.
- 90→50 min to build a page
- 24+ page templates
- No blank canvas editor start state
- The problem
- Every page started from a white canvas, so each editor invented their own layout, and with it hidden content in tabs, misused tables and missing headings.
- What we did
- Replaced the blank canvas with topic templates built from mandatory and optional zones, then ran the training and release communications that kept 220+ editors on one model through two rebrands.
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In the spirit of reconciliation, I, Ricardo Gerstl, acknowledge the Traditional Custodians of country throughout Australia and their connections to land, sea and community. I pay my respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
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