My background in psychology influences the way I approach UX design. With a Bachelor of Science in Psychology, I developed a strong understanding of how people think, make decisions, and interact with technology. Today, I combine that foundation with UX research and product design to create experiences that are clear, intuitive, and genuinely useful.
For me, UX is about understanding the problem before jumping to solutions. Every project starts with research, whether that’s interviews, usability testing, analytics, or collaborating with stakeholders to understand the bigger picture. From there, I use research throughout the design process to validate ideas, uncover new insights, and continuously improve the experience while balancing user needs with business goals.
These are some of the tools I use to design
UX Design at Arvato: Feb 2025 – current
At Arvato, I focus on designing internal tools that support complex logistics operations. My work emphasizes usability, clarity, and efficiency in high-volume environments.
I am involved in a multitude of different projects and my work includes some fun stuff from designing for watch, designing dashboards and designing complex fleet management software. I also design for and with AI, building intuitive and trustworthy AI applications.
I run user research, improve information architecture, and problem solve in any and every area I touch. With my background in psychology, I uncover user needs and translate them into practical, accessible solutions that support both user goals and business objectives.
I love learning about UX! These are some of my certificates.
UX Design at Burda Forward: Jun 2023 – Jan 2025
At Burda Forward, a leading publishing company, I contributed to an exciting new, never before seen project. In my role as a UI/UX Designer, I focus primarily on usability and visual design to ensure the app is both intuitive and visually appealing.
Key Responsibilities:
- Usability Testing: Conducting usability tests to identify user pain points and gather feedback, which informs iterative improvements to the app’s design.
- UI Design: Crafting visually engaging and user-friendly interfaces that enhance the overall user experience and align with Burda Forward’s brand standards.
- Wireframing and Prototyping: Developing wireframes and interactive prototypes to illustrate the app’s layout and functionality, ensuring clarity and usability at every stage.
- User Feedback Integration: Analyzing user feedback and testing results to make data-driven design decisions that improve the app’s usability and user satisfaction.
- Collaboration: Collaborating with UX researchers, product managers, and developers to ensure the design aligns with user needs and project goals.
My work at Burda Forward is focused on creating an engaging and user-friendly product that will help a large number of users.
KPIs achieved
- Implemented a tracking concept & dashboard That allowed the team to continuously monitor user behavior and feature adoption—laying the foundation for data-driven iteration post-launch.
- +25% improvement in task completion rate Achieved through iterative usability testing and design refinements—users completed key flows (e.g., getting to a personalized recommendation) more efficiently.
- -30% reduction in drop-off rate during decision flow By redesigning the step-by-step interaction and visual hierarchy, I reduced user confusion and cognitive load in the advisory funnel.
- +40% increase in user trust & satisfaction scores Via emotional design strategies, including mascot tone-of-voice and visual feedback—measured through post-task surveys and Hotjar feedback polls.
- +35% interaction rate with recommendation content Optimized UI layout and clarity of content presentation led to significantly higher engagement with the actual product suggestions.
- Accessibility compliance score improved by 45% Through proactive WCAG 2.1 alignment, including accessible touch targets and improved color contrast—measured using internal audit tools and Figma plugins.
UX Design at Aifora: Apr 2022 -Jun 2023
At aifora, a B2B SaaS company that leverages artificial intelligence to optimize purchasing and selling decisions, I served as the lead UI/UX Designer for two product teams focused on AI-driven software solutions. My role encompassed the entire design process, from ideation to developer handover, ensuring cohesive and user-centric outcomes.
Key responsibilities:
- End-to-End Design Process: Led the full lifecycle of design activities, including user research, wireframing, prototyping, and usability testing, ensuring a seamless transition from concept to implementation.
- Core Module Redesign: Spearheaded the complete redesign of two core product modules, resulting in a 20% increase in customer satisfaction and a 15% reduction in user error rates.
- User Research Implementation: Introduced robust user research practices to the company, including regular usability tests, user interviews, and shadowing sessions. These initiatives provided valuable insights that informed design decisions and enhanced overall product quality.
- Information Architecture: Reorganized and optimized the information architecture of the software, improving navigation and making critical features more accessible to users.
- Interactive Prototypes: Developed detailed wireframes, high-fidelity mockups, and interactive prototypes to visualize and test design concepts. This iterative process ensured that user feedback was continuously incorporated into the design.
- Design System Development: Established and maintained a design system that ensured consistency and scalability across all product interfaces.
- Cross-Functional Collaboration: Worked closely with product managers, developers, and other stakeholders to align design objectives with business goals and technical constraints.
KPIs achieved
- Customer Satisfaction: Achieved a 20% increase in customer satisfaction scores through intuitive design improvements.
- User Error Rates: Reduced user error rates by 15% by simplifying complex workflows and enhancing usability.
- User Engagement: Increased user engagement metrics by 25% through improved navigation and more engaging interface designs.
- Task Completion Rates: Boosted task completion rates by 18%, making it easier for users to accomplish their goals within the software.
My work at aifora not only enhanced the usability and functionality of the AI-driven software but also contributed to the company’s growth and success by delivering designs that met user needs and exceeded business objectives.
If you have any questions about my work at aifora, feel free to contact me via LinkedIn.
I love learning about UX! These are some of my certificates.
Jessica Keller 