AMV Alexandra Moniz-Veselovska

Hi, I’m Alexandra

I listen first, test early and build what I design.

Junior UX/UI designer in London. My work so far: a live bilingual website for a real client, and a research-led app I put in front of real users and changed because of what they told me.

See my case studies Get in touch

Two projects, told honestly

Each case study shows the messy middle too: the draft a client rejected, and the feature users didn’t understand.

Carolina Santos website homepage on desktop Carolina Santos website on mobile
real client, live now!

Client project · web design & build

Carolina Santos

A bilingual coaching website, client portal and admin dashboard for an LGBTQI+ relationship specialist who had an Instagram audience and nowhere to send them.

Role
Design, development and copywriting
Timeline
About 2 months, enquiry to live site
Tools
Figma, Base44, Stripe, Outlook Calendar
  • Live site
  • Discovery
  • Funnel & IA
  • 22 wireframed states
  • EN / PT

“I can now have all of those tools in one and feel really confident that clients will have a smooth experience.”

Carolina Santos, client
Read the case study
Dugeun passport page with collected Korean stamps

Research-led web app · usability tested

Dugeun 두근

A UK events platform for Korean food, music, language, crafts and community, with a stamp passport you fill by turning up. Tested with six people, then redesigned.

Role
Research, UX, UI, stamp artwork, testing, AI-assisted build
Testing
Moderated session + self-guided survey
Result
Graded Achieved, City Lit Unit 6
  • Usability testing
  • Competitor analysis
  • 3 design directions
  • Illustration
Read the case study

How I work

The same five steps run through both projects. You’ll see them tracked along the top of each case study.

  1. 1 Listen

    Interviews, audits and the client’s own words before any pixels.

  2. 2 Map

    Funnels, sitemaps and screens that each answer one question.

  3. 3 Sketch

    Rough wireframes and side-by-side directions, so choices are explicit.

  4. 4 Build

    Designed and developed end to end, empty and error states included.

  5. 5 Test & grow

    Watch real people use it, fix what fails, leave room to grow.

About me

I’m a UX/UI designer in London, and I came to design the long way round.

For six years I worked in hospitality, finishing as a restaurant supervisor at Tonkotsu East and Crust Bros Pizza. Running a busy floor is user research at speed: you watch what people actually do, notice where they get stuck, and fix it while service is still going. That habit is the core of how I design.

Before I trained, I was already doing volunteer design work: a brand identity for a small Instagram business, a new logo for a charity, and fundraiser materials for a church. In 2026 I completed the City Lit Level 3 Certificate in UX/UI, and since August I’ve been freelancing as AMVDesign while I look for a team to grow with.

I’m most at home on the UX side: research, structure, flows and testing. I also design the UI, draw my own illustrations and build working products, so I understand what it takes to ship.

What I’m looking for

A junior UX/UI or product design role where I can learn from senior designers, work with real users, and help ship things that get better every release.

Toolkit

  • Figma wireframes, UI, prototypes
  • Base44 building live products
  • Canva brand and presentation
  • Claude AI-assisted builds
  • Adobe Creative Cloud learning

Education & languages

  • Level 3 Certificate, UX/UI City Lit, 2026
  • BA (Hons) Music, 2:1 UCLan, 2017
  • Languages English, Spanish, Portuguese, Italian

Let’s build something together.

I’m open to junior UX/UI and product design roles in London, hybrid or remote. If you’d like to talk about a role, or my work, I’d love to hear from you.

Email me amonizveselovska@gmail.com LinkedIn Alexandra Moniz-Veselovska
All work

UX/UI case study · web design & build

Carolina Santos

A bilingual coaching website, client portal and admin dashboard for an LGBTQI+ relationship specialist.

  • Web design
  • Development
  • Copywriting
  • EN / PT
live at carolinarelationships.com ↗
Carolina Santos homepage on desktop

tl;dr The 30-second version

Problem

A coach with a growing Instagram audience and no website. DMs, WhatsApp, Calendly and Stripe held the business together.

What I did

Ran discovery, mapped a free-first funnel, wireframed every screen and state, then designed, built and wrote the site.

Result

A live bilingual site with booking, payments, a client portal and an admin dashboard Carolina runs herself.

~2 mo enquiry to live site
37 sections in the client brief
22 wireframed screens & states
3 products: site, portal, admin
2 languages, EN and PT

The project at a glance

Client
Carolina Santos, relationship specialist coaching across Portugal and the UK
My role
Web design, development and copywriting, from discovery call to launch
Timeline
About 2 months, enquiry to live site
Tools
Figma, Base44, Outlook Calendar, Stripe
Delivered
  • Public site
  • Lead capture
  • Booking
  • Client portal
  • Admin dashboard
Mobile homepage in English
Mobile , English
Mobile homepage in Portuguese
Mobile , Portuguese

1 · Listen: the challenge

People were asking for prices, with nowhere to send them

Carolina needed a professional home that turned Instagram interest into paying clients.

0

No website

Instagram, WhatsApp, Calendly and Stripe held the business together.

2

Very different services

A short Enneagram course and a 3-month programme.

~0

Few testimonials

Trust had to come from her story, qualifications and approach.

1 · Listen: research

I listened before designing anything

Discovery call · 37-section brief

A structured interview on her services, story, clients and back office.

Instagram audit

Her feed set the brand. Her DMs showed what people actually ask.

Reference sites

Three sites she liked. I kept the structure, and a tone that’s welcoming, never clinical.

Audit of Carolina’s Instagram feed
Instagram audit: the feed that set the brand direction.

1 · Listen: personas

One product, three points of view

The same person before and after booking, plus Carolina herself as the admin user.

Primary · prospect

Maya, 35

“I can see the pattern. I just can’t get out of it on my own.”

Queer woman arriving from Instagram on her phone. Wants to understand why she repeats patterns.

Secondary · enrolled

Maya, after booking

“Tell me what I’m working on this week, in one place.”

Needs homework and resources organised, not another chat.

Behind the scenes

Carolina

“Show me the business in pictures, not spreadsheets.”

Solo coach worried about admin overload. Wants a visual backend she can use on her phone.

2 · Map: insights

Four principles shaped every decision

Mobile-first, credible

Visitors arrive from Instagram on their phones and must land somewhere professional.

Explain the why

Copy frames patterns and self-reflection, offering tools rather than verdicts.

Dashboard ≠ inbox

Homework lives in the portal; conversation stays on WhatsApp.

Simple, visual admin

Charts over spreadsheets, usable on her phone, nothing to maintain.

2 · Map: strategy

Free first, then a conversation

  1. Instagram
  2. Website
  3. Free workbook
  4. Email sign-up
  5. Clarity call
  6. Coaching

Primary call to action

Get the free workbook

Builds her email list even when a visitor isn’t ready to book. Every page offers a free resource first.

Secondary call to action

A free 15-minute clarity call

Replaces public pricing, which varies by client and country. Carolina recommends the right service on the call.

2 · Map: information architecture

A sitemap built to grow

Sitemap of the Carolina Santos website
Tap any image to enlarge.

7

public pages

1

client area

1

private back office

Every public route ends at the same door: a free clarity call. Future resources, like templates and workshops, already have a place, so the site grows without a redesign.

two paths in, one path through

3 · Sketch: wireframes

22 screens and states, sketched first

Low-fidelity wireframes of the homepage

Rough wireframes gave Carolina something to react to before any visual design.

  1. Free-first hero The workbook leads; booking is secondary.
  2. Scalable resource grid Slots for templates, podcast and workshops.
  3. Second chance A repeat email capture at the end of the page.
  4. No jargon yet The Enneagram appears only after how she works.

3 · Sketch: key flows

I designed the states, not just the pages

Email capture flow wireframes
Email capture, 2 steps. One question, “What brings you here?”, segments leads so Carolina can follow up with the right message.
Booking flow wireframes
Booking, 4 steps. Type, date and time, details, done. A fully booked month leads to a waiting list, not a dead end.

3 · Sketch: iteration

The first draft didn’t land, so I rebuilt it

Carolina’s feedback was “busy and textured: not her.” I treated it as direction: I kept her existing green and cream palette, rebuilt the layout around what visitors need to know and do, and used the screenshots she sent as the new mood.

First draft design, rejected
Before: draft 1, rejected
Approved design on mobile
After: approved

4 · Build: behind the login

A portal for clients, a dashboard for Carolina

Client portal empty state
Client portal, “My space”. Four tabs: sessions, resources, homework and notes. Not a chat: WhatsApp stays the direct line. The empty state points to a free clarity call.
Admin dashboard with charts
Admin, “Your business, in pictures”. Leads, clients, bookings and revenue at a glance, with charts for booking types and lead sources. Responsive, so she can check in from her phone.

4 · Build: under the hood

Bilingual, booked and paid in one place

EN / PT toggle

Both languages written and edited in-site, not left to browser translation.

Outlook Calendar

Real availability and booking alerts, with no Calendly subscription.

Stripe

Payments taken on-site; paid revenue feeds her dashboard.

Prices stay private

Cost depends on the client, so the clarity call comes first.

Admin form for adding a bilingual resource
Carolina adds resources herself. One bilingual form: the workbook has already been joined by 30 Questions cards, no developer needed.

5 · Grow: scope

Launch now, grow with her training

Area Live at launch Next
Services Enneagram sessions 9-Step Programme, once Carolina qualifies
Free resources Workbook and 30 Questions cards Templates, guides and workshops
Booking & payments Clarity calls and sessions via Outlook and Stripe Refine after the first clients
Client portal Homework, session notes and resources Shape with client feedback
Admin Leads, bookings, revenue and resources Test, measure and iterate

5 · Grow: client feedback

In Carolina’s words

“I can now have all of those tools in one and feel really confident that clients will have a smooth experience.”

Carolina Santos, relationship specialist

5 · Grow: reflection

What I’m taking forward

01

Critique is direction

A rejected first draft led to a stronger design built from Carolina’s own references.

02

Write from their words

I turned the discovery call into site copy; Carolina refined it in her voice.

03

Build for growth

Self-serve resources and a ready slot for the 9-Step Programme mean no redesign later.

Next: ongoing maintenance, then user testing and feedback-led changes once Carolina finishes her course.

All work

UX/UI case study · research-led web app

Dugeun 두근

A UK events platform for Korean food, music, language, crafts and community, with a passport you fill by turning up.

  • UX research
  • UI design
  • Usability testing
  • Unit 6: Achieved

두근: the sound of a heart beating faster

Dugeun passport page

tl;dr The 30-second version

Problem

Korean culture fans in the UK hunt across social media, websites and ticket sites to find one event.

What I did

Designed a 3-screen app to discover and book events, plus a stamp passport. Tested it two ways.

Result

Booking works; the passport didn’t land. Two changes shipped from testing, and a clear plan for round two.

3 screens, by design
6 participants, 2 methods
40% got stuck booking (survey)
0/5 could explain the passport
2 changes made from testing

The project at a glance

Context
City Lit Unit 6 coursework, UX/UI design in practice. Graded Achieved.
Brief
A responsive web app: one user, one primary task, three screens max.
My role
Research, UX, UI, stamp artwork, usability testing and an AI-assisted build
Tools
Claude, Base44, moderated test + survey
Delivered
  • Home
  • Discover & book
  • My Journey + passport
  • Research report
Full Dugeun home page

scroll the whole home page ↕

1 · Listen: the problem

Korean events in the UK are scattered across platforms

User

UK-based K-pop and K-drama fans, Korean communities, and people curious about Korean culture.

Problem

Finding events means searching social media, websites and ticket sites: fragmented and slow.

Core action

Discover and book a Korean cultural event by interest, location and date.

Secondary feature

A passport that stamps every event you attend: a record that invites you back for more.

1 · Listen: competitors

I borrowed familiar conventions, then narrowed the focus

Event platforms

Eventbrite

Discovery filtered by date, category, price and type. Details before you register.

Meetup

Location, interests and categories at the centre of the service.

What I took: familiar discovery and filtering, scoped to Korean culture only.

Stamp tours

Korean Heritage Passport

Stamps at cultural sites, with souvenirs at 5, 10, 20 and 40 stamps.

Korea National Park passport

A unique stamp per park encourages visitors to explore more.

What I took: collecting stamps, but per culture category instead of per place.

2 · Map: structure

Three screens, each answering one question

Screen 1 · Home

“Why should I use this?”

Introduce the concept, the community and the passport.

Screen 2 · Discover

“What can I experience?”

Search, filter and book without a complicated filter menu.

Screen 3 · Journey

“What have I done?”

Tickets before the event, stamps after it.

the loop: Discover → Book → Attend → Collect a stamp

2 · Map: taxonomy

Five categories, five stamps

Chosen so Dugeun reads as more than a K-pop site. Each artwork works as a browse filter, a card badge and a collection slot. I drew all five.

Taste stamp, 맛봄
Food & cooking
Music stamp, 음악
K-pop & music
Learn stamp, 배움
Language & study
Create stamp, 만듦
Arts & crafts
Connect stamp, 이음
Community & culture

3 · Sketch: wireframes

Three directions for the same content

Three mobile directions side by side, so the review was a real choice rather than a yes or no.

Direction A, passport-led wireframe
A · Passport-led (carried on). Bottom tabs, one event per row, a passport you flip like a book.
Direction B, editorial wireframe
B · Editorial. Top nav, two-column grid. Most events per screen.
Direction C, place-led wireframe
C · Place-led. Map hero, bottom sheet, stamps pinned to cities.

3 · Sketch: key moments

The stamp is earned, not given

Tickets look like objects, not order confirmations, so they belong with the passport. Past events ask “Did you attend?” and tapping I attended mints the stamp, so the collection stays a true record.

Ticket styled as a torn stub
Ticket: torn stub
Ticket styled as a boarding pass
Ticket: boarding pass
Stamp collected confirmation
Stamp collected

4 · Build: passport

Passport: Book. Go. Collect.

The Korean Culture Passport page
  1. Earned by turning up Stamps only come from confirming you attended.
  2. Empty slots show progress 3 of 5 collected, and a nudge to book the rest.
  3. Korean, not cliché Red ink stamps on cream and navy, not stereotyped imagery.

4 · Build: core flow

Booking in five small steps

Event details → Tickets → Confirm → Account → Booked
Event details through to tickets in My Journey
Tabbed details (Overview, Schedule, Venue, FAQ, Pack) through to tickets in My Journey.
After the event, I attended, stamp collected, passport
After the event: I attended → stamp collected → straight to the passport.

5 · Test: plan

Two questions, two methods

Primary question

Can a first-time user, unaided, find an event they’d want to attend and book it?

Secondary question

After booking, can they explain what the passport is for?

Moderated session · n=1 · depth

In person, full-site think-aloud with a confirmed newcomer. Tasks set as goals: “Find an event you’d personally want to attend.” Catches why .

Self-guided survey · n=5 · breadth

One booking task, then six 1–5 ratings plus comprehension and familiarity questions. Checks how widespread .

5 · Test: task completion

Two in five got stuck on the core task

40% of survey participants didn’t complete booking. The moderated tester completed 1/1, but a guided tester isn’t a cold one, so the unmoderated number is the honest one.

Yes, completely Yes, but parts were difficult No, got stuck

5 · Test: survey ratings

Nothing scores badly, but the spread is wide

The same two respondents drive the low end of almost every question. They’re also the two who got stuck.

5 · Test: strongest finding

Nobody could say what the passport is for

“What is the passport for?” · n=5

  • 3 To book events
  • 1 To find new events
  • 1 Rewards or discounts
  • 0 A record of attending ✓

Moderated tester

“What do the stamps get you? Or is it just a collection, just to be cute?”

Calling it a “passport” and giving it a prominent nav spot made it read as navigation, not a keepsake. Both methods agreed.

5 · Test: the pattern

Familiarity predicted who finished

Familiarity with Korean culture Completed booking? Overall /5
Somewhat No, got stuck 3
Somewhat No, got stuck 4
Quite Yes, parts difficult 4
Quite Yes, completely 5
Very Yes, completely 4

Moderated tester, a newcomer

“It feels like it’s for someone that somewhat already has an interest in Korean culture.”

5 · Test: iteration

What I changed after testing

“Book event” became “View event details”

The tester hesitated, feeling “Book” meant committing before knowing enough. Fix: a smaller first step, plus a tabbed details modal.

Passport copy

Rewritten to say what it is and what stamps achieve, instead of assuming people would get it.

Home, shorter

Repetitive passport sections cut to one line: “Every experience leaves a stamp.”

Retest

Less hesitation before booking, and the passport’s purpose was clearer.

Event card before and after the button change
Before → after: the first step got smaller.

5 · Test: next round

What I’d fix and test next, in order

Ranked by strength of evidence, then cost to fix. With n=6, this round was built to find problems, not to size them.

  1. Give the passport a payoff Milestone rewards, so stamps become a goal, not just a memory.
    both methods
  2. Add group booking Single-attendee only was discovered after paying: a trust issue.
    moderated
  3. Test with true newcomers Every survey respondent was at least somewhat familiar with Korean culture.
    both methods
  4. One name per category, and a working filter “Taste” vs “Food & cooking”; the Create filter looked broken.
    moderated

Reflection

What I’m taking forward

01

Evidence over preference

Feedback on “Book now” wasn’t a setback; fixing it was the part I enjoyed most.

02

Looks right ≠ works

The passport was loved visually and still didn’t motivate anyone.

03

AI is a draft, not a design

Iterating prompts one change at a time made the AI build useful.

“Your strongest design decision was changing ‘Book now’ to ‘View event details’. That is progressive disclosure.”

my course assessor