Turning Complex Systems
into Simple Experiences
Service Design · UX Research · Tbilisi, GE
Services I Offer
UX Research
In-depth research into how users actually behave, think, and struggle with your product — so decisions are based on evidence, not assumptions.
What this includes
Usability testing
moderated sessions where users complete real tasks, revealing where they get stuck, confused, or drop off
User interviews
one-on-one conversations to understand needs, motivations, and pain points behind the numbers
Field research / contextual inquiry
observing users in their real environment to catch friction that lab settings miss
Surveys & data analysis
quantitative validation at scale, cross-referenced with analytics to confirm findings hold beyond a small sample
Competitive analysis
benchmarking your product against direct and adjacent competitors to spot gaps and opportunities
Card sorting & tree testing
validating navigation and information architecture with real users
UX Audit
A systematic review of your product's usability to catch friction points and gaps — without the time and cost of a full research study.
What this includes
Heuristic evaluation
expert review against established usability principles (Gestalt, Nielsen's heuristics)
Analytics & behavior review
mining existing data for drop-off points and friction signals
User flow analysis
walking through key flows (onboarding, checkout, core tasks) to spot breakdowns
Benchmarking
comparing your product against best-in-class and competitor experiences
Prioritized findings
issues ranked by severity, with clear recommendations
Service Design
End-to-end design of the experience your customer has with your organization — across every channel and touchpoint, not just the app or website.
What this includes
Journey mapping
current-state and future-state maps showing the full customer experience across channels
Touchpoint design
designing consistent, connected moments across digital and human interactions (app, call center, branch, support)
Service blueprinting
mapping front-stage customer actions to back-stage operational processes
Stakeholder workshops
aligning cross-functional teams around one shared vision
Concept development
translating research into actionable service concepts and improvement roadmaps
Service Audit
A holistic review of how a service actually runs — processes, touchpoints, and operations — to find systemic issues that a UX-only view would miss.
What this includes
Process mapping
documenting how a service currently works end-to-end, across teams
Touchpoint inventory
cataloguing every point where customers interact with the service
Stakeholder interviews
talking to internal teams to understand operational constraints and pain points
Root cause analysis
tracing customer-facing problems back to their operational source
Improvement recommendations
practical, prioritized fixes across process, people, and touchpoints
Experience
Service Designer
TBC Bank- Lead end-to-end service design across entire banking services — spanning multiple products, channels, and touchpoints (mobile app, call center, front desk, back-office operations, and core systems) — transforming complex, multi-step journeys into streamlined, intuitive experiences.
- Redesigned the non-resident client onboarding service end-to-end — running stakeholder interviews, qualitative and quantitative research with users and employees, and a full process audit; triangulated research with product data and business goals to pinpoint pain points, then delivered a service blueprint and a stakeholder-facing report with prioritized issues, mapped solutions, and competitor benchmarks. Result: monthly authorized non-resident clients doubled after the first rollout and doubled again once all changes were implemented, with the gain sustained the following month; cut the first-step SLA from 5 to 3 days and reduced final authorization time from 3 days to 1.
- Monitor experience across multiple products via Medallia dashboards and user feedback — analyzing insights, routing them to relevant teams, and acting as the driver behind resolving prioritized pain points.
- Selected as a TBC AI Champion, responsible for driving AI adoption across teams: identifying repetitive tasks suitable for automation, defining effective use cases, and training colleagues on safe, ethical, company-compliant AI practices.
- Design and deliver internal training on design thinking and core research methods, enabling cross-functional teams to embed user-centered practices into their workflows.
UX Designer
TBC Pay- Led end-to-end UX redesign of self-service kiosks at TBC Pay, improving clarity of core payment flows and reducing user friction.
- Conducted field research and usability testing on kiosk interactions, identifying key behavioral pain points and drop-off moments.
- Simplified complex service journeys (payments, transfers, top-ups) into intuitive, step-by-step flows tailored for diverse user groups.
- Collaborated with product, engineering, and business teams to align design decisions with operational and technical constraints.
- Defined and validated UX improvements through iterative prototyping, increasing task success rates and overall user efficiency.
UX Researcher
TBC Bank- Conducted qualitative and quantitative research within specific products and user flows (e.g., loan applications in mobile banking) — usability testing, in-depth interviews, card sorting, field studies, surveys, competitive analysis, and process audits — applying design thinking throughout.
- Led a pre-launch usability study for a new mobile payment app: ran 9-task moderated sessions with 10 users, measuring error rate, time on task, and effort score to surface critical usability failures (including navigation paths with 100% error rates and an undiscoverable money-request feature). Delivered prioritized findings and recommendations that the product and design team implemented before release, preventing a flawed launch; fixing the identified navigation problems doubled usage of the tested services.
- Built a weekly analytics (PFM) feature from the ground up on a fast-tracked 7-day timeline — combining a 100-participant survey, 10 in-depth interviews, and competitive analysis of 10+ fintech products (Revolut, Monzo, Wise, and others) to define the feature's information architecture, content model, and data-driven notification strategy. The feature doubled returning and active users on the analytics page.
- Owned full research cycles solo as sole researcher on the squad — planning, recruitment, study design, synthesis (affinity mapping, thematic analysis), and stakeholder presentation — translating insights into sprint-ready recommendations.
Selected Projects
Skills & Tools
Certifications
Service Design: How to Design Integrated Service Experiences
Design Thinking: The Ultimate Guide
Data-Driven Design: Quantitative Research for UX
Gestalt Psychology and Web Design: The Ultimate Guide
Brand Strategy for Designers
Designing Emotion: How to Use Design to Move People
Have a project or want to say hello?
Available for freelance collaborations and full-time opportunities in service design and UX research. Based in Tbilisi, Georgia — working with clients globally. The fastest way to reach me is by email.