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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
Pick a card or find out more below
Page Templates
Hitachi Energy editors stopped starting from a blank canvas. Templates cut page build time and gave readers a consistent structure.
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 study
Videocall App
Berst went mobile-ready in four weeks: one responsive web app, three streams aligned, and a desktop-first tool remade for phones.
Read case studyAI Native UX Workflow
Design-system rules, component contracts, and live UX research delivered where developers code, before decisions drift into a PR.
Read case studyDesign 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.
Read case studyClick a card to expand
Where does design live?
Where developers code.
- 4 knowledge sources
- 8 workflow stages
- Straight to code UX guidance
Summary:
Connected front-end development, component guidance, and ongoing UX research into one live workflow, so developers get product meaning and open questions while they build, not after the PR.
Skills & team
Skills:
+ AI agent design
+ UX research ops
+ Developer tooling
+ Design systems
+ Live prototyping
Product Team:
+ Myself
+ Product Manager
+ Frontender
Read full case study: AI Native UX Workflow
Read case studyHow do teams decide better?
One shared knowledge-base.
- 3 mo MVP launched
- 3× more data logged
- ≈100M$ yearly savings
Summary:
A centralized, A.I. powered Knowledge-base for AWS employeers. I led end-to-end designs and UX research, revamped the decision-making process within the organization, and lead the engineering & analyst consultants.
Skills & team
Skills:
+ Product planning
+ Team MGMT
+ UI Design
+ UX Research
+ Design systems
+ Client MGMT
+ Prototyping
Product Team:
+ Myself
+ Product Owner
+ Tech Lead
+ 1 Senior Product Designer
+ 7 Front/Backend Engineers
+ 3 Business/Data Analyst
Read full case study: Knowledge-base
Read case studyWhy rebuild every page?
Start editors from a template.
- 90→50 min to build a page
- 24+ page templates
- No blank canvas editor start state
Summary:
Hitachi Energy's global site had no structural consistency: editors began every page from a blank canvas, so layout took longer than content and readers had to re-learn each page. I analysed the existing pages, defined the templates and their mandatory versus optional areas, then ran the editor training and the page migration.
Skills & team
Skills:
+ Content analysis
+ Information
architecture
+ Template systems
+ Stakeholder prioritisation
+ Editor training
+ Migration MGMT
+ Release coordination
Product Team:
+ Myself
+ 300+ Content Owners
+ Web editors
Read full case study: Page Templates
Read case study
Organizations
The following organizations have been a pleasure to work for over the past decade:
Recommendations
Here are a few examples from the 100+ recommendations I've received in LinkedIn, highlighting the strong relationships I've built with my colleagues over the years:
To read all 100+ recomendationsGo to LinkedIn
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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