Publication
Digging Deeper: A Practical Guide to Creative Empathy for Product Design
https://www.toptal.com/designers/product-design/creative-empathy
Brian is currently unavailable
Brian Pagán, EngD, MSc
Verified Expert in Design
Designer
Amsterdam, Netherlands
Toptal member since June 7, 2019
Bio
Brian is a US ex-pat working as a human experience designer focused on healthcare, sustainability, fintech, and IoT. For 20 years, Brian helped startups and businesses like Philips, ING, Land Life Company, and WaitWhat turn innovation strategies into award-winning products and services. His specialties include prototyping, behavioral design, and UX strategy. Brian has given talks and workshops in 12 countries. His first book, The Creative Empathy Field Guide, is available in ebook and paperback.
Experience
- Digital Product Design - 19 years
- UX Design - 19 years
- Mobile App Design - 11 years
- Rapid Prototyping - 11 years
- Healthcare - 7 years
- Behavioral Design - 6 years
- Minimum Viable Product (MVP) - 6 years
Portfolio
Philips Smart Shaver 7000
UX LeadershipNarrative UXStorytellingContent StrategyWorkshop FacilitationExperience Strategy+ 52 more
Work Experience
Product Owner | Project Manager
2024 - PRESENT
Infosit
- Co-created and documented the product vision for each project.
- Advocated client, customer, and user needs within product teams.
- Facilitated a full-stack product team in achieving their delivery goals.
- Prioritized the team's work according to the product vision.
- Empowered and encouraged the people involved in each project.
Technologies: Projects, Azure DevOps, Kanban, Scrum Product Owner, Agile, Jobs to be Done (JTBD)
Strategic UX Designer (Remote, Freelance)
2022 - PRESENT
Infosit
- Co-created digital strategy and online touchpoints for tourism companies in Croatia and Slovenia.
- Facilitated a company strategy session with Infosit's executive team on location.
- Designed the MVP of Valamar's new booking interface for flight and hotel packages.
- Created the brand positioning and identity for Infosit's digital experience platform.
- Conducted a Creative Empathy workshop at Infosit's 2022 team-building retreat.
Technologies: Figma, Zeroheight, HTML5, Design Systems, Strategy, Web App Design, User Experience (UX), Lean UX, Workshops, Human-centered Design (HCD), Human Interface Design, Human Factors, Concept Development, Conversational UX, Conversational Interfaces, Jobs to be Done (JTBD)
Founder | Innovation Coach | UX Consultant
2016 - PRESENT
The Greatness Studio
- Founded and engaged an invite-only community of more than 100 UX professionals.
- Assisted a range of clients, including Unilever, UCB, Vodafone-Ziggo, ING, Exact, and Land Life Company.
- Conducted over 50 workshops and talks. Coached 12 individuals and 21 startups.
- Developed seven new design tools for empathy-centered, ethical innovation.
- Performed design and field research for three renewable energy and waste management projects.
Technologies: Minimum Viable Product (MVP), Behavioral Design, Privacy, Internet of Things (IoT), Mobile UX, Rapid Prototyping, Data Visualization, Mobile App Design, MVP Design, Mobile Design, Personas, Journey Mapping, Prototyping, Wireframing, User Flows, Information Architecture (IA), User Experience (UX), UX Design, Web Design, Value Proposition Design, Lean Startups, Miro, Slack, Adobe Premiere Pro, Adobe Illustrator, Axure, Notion, Framer X, InVision, ProtoPie, Figma, Sketch, Cross-platform UX, Healthcare, Conversational UX, Storytelling, Interviewing, User Interviews, Content Creation, Copywriting, Design Systems, Accessibility, Web App UI, Web App Design, User Interface (UI), Applications, Logo Design, User Journeys, User Journey Maps, IA Strategy, User Research, B2B, Workshop Facilitation, Ideation Workshops, UX Workshops, Product Design, UX Strategy, Interaction Design (IxD), Digital Product Design, Usability Testing, High-fidelity Mockups, High-fidelity Prototypes, Human-centered Design (HCD), Human Interface Design, Mobile UI, Mobile Apps, Human Factors, Customer Research, Concept Development, Conversational Interfaces, Jobs to be Done (JTBD)
Innovation Mentor (Remote, Volunteer)
2022 - 2022
IFRC Solferino Academy
- Worked with talented youth innovators for the Solferino Academy's Limitless program.
- Mentored Dativa Nuwashaba's team from the Uganda Red Cross Society.
- Coached the team on a video prototype of their gender-based violence response service.
- Our team was one of ten final winners from 60 teams in total.
Technologies: Coaching, Animated Prototypes, Human-centered Design (HCD)
Project Coach (Semi-remote, Freelance)
2022 - 2022
Amsterdam University of Applied Sciences
- Coached 11 undergrad students at Communication and Multimedia Design.
- Helped each student navigate their human-centered design process.
- Facilitated group sessions with each cohort to grow a collaborative culture.
- Encouraged students to think beyond the screen via journey mapping and research.
- Gave micro-workshops to help students expand their creative boundaries and knowledge.
- Fostered a safe space for students to embrace discomfort and bring their whole selves to work.
Technologies: Coaching, UX Design, Web Design, Mobile App Design, University Teaching, Human-centered Design (HCD), Human Interface Design, Mobile UI, Mobile Apps, Human Factors, Customer Research, Concept Development, Conversational UX, Conversational Interfaces, Jobs to be Done (JTBD)
Digital Product Designer (Freelance)
2022 - 2022
Avrio Parking
- Designed the touchscreen interface for entry and exit terminals at Avrio car parks in high fidelity.
- Simplified the first-use flow for onboarding in the MVP Avrio Parking mobile app.
- Created high-fidelity designs for administrators for Avrio's MVP control center web app.
- Conducted semi-structured interviews with the founders to gather requirements.
- Maintained a living app map, showing the control center's screens and app states.
Technologies: Figma, Design Systems, React Native, Zeroheight, Mobile App Design, Web App Design, Requirements Analysis, Interviewing, Visual Design, Product Design, User Experience (UX), UX Design, Human-centered Design (HCD), Human Interface Design, Mobile UI, Mobile Apps, Human Factors, Concept Development, Conversational Interfaces
Strategic UX Consultant (Remote, Freelance)
2021 - 2022
Tipbox
- Guided the UX strategy on Tipbox's MVP apps for film and TV production management.
- Mapped the main characters, their customer journey, requirements, and UX principles.
- Performed an initial UX review, resulting in 34 findings and recommendations for improvement.
- Set up an alpha test panel with 14 industry professionals for two rounds of UX research.
- Created a research-based system personality, including creative guidelines to bring it to life in the mobile and web apps.
Technologies: UX Research, UX Analysis, Prototyping, Visual Design, Web App Design, Mobile App Design, Personas, Journey Mapping, Human-centered Design (HCD), Human Interface Design, Mobile UI, Mobile Apps, Human Factors, Customer Research, Concept Development, Conversational UX, Conversational Interfaces
UX Lead | Product Designer (via Toptal)
2020 - 2021
WaitWhat
- Researched and designed the Masters of Scale Courses mobile app, from strategy to UI.
- Designed and researched the accompanying CMS web app from end to end.
- Created an engagement strategy with behavioral design and gamification.
- Crafted interactive mobile and web app prototypes from low-fidelity to high-fidelity stages of design.
- Co-created our feature roadmap and white-label platform strategy.
- Conducted rolling research with a test panel of 36 participants.
Technologies: Mobile App Design, Content Strategy, Rapid Prototyping, Behavioral Design, UX Research, Agile, Asana, Adobe CC, Figma, iOS, Android, Cross-platform UX, MVP Design, Product Design, Minimum Viable Product (MVP), UI Design, Conversational UX, Storytelling, User Interface (UI), Interviewing, User Interviews, User Experience (UX), Copywriting, Content Creation, Design Systems, Motion Design, Accessibility, Web App Design, Applications, Logo Design, User Journeys, User Journey Maps, IA Strategy, User Research, B2B, Workshop Facilitation, Ideation Workshops, UX Workshops, UX Strategy, Interaction Design (IxD), Cognitive Psychology, Digital Product Design, Usability Testing, High-fidelity Mockups, High-fidelity Prototypes, Human-centered Design (HCD), Human Interface Design, Mobile UI, Mobile Apps, Human Factors, Customer Research, Concept Development, Conversational Interfaces, Jobs to be Done (JTBD)
Strategic UX Designer (Freelance)
2020 - 2021
ING
- Defined and designed the MVP (minimum viable product) for a holistic KYC customer viewer.
- Conducted the UX and usability research, including stakeholder interviews.
- Mapped requirements, character profiles, UX journeys, and flows.
- Prototyped the MVP web app and validated it with users and stakeholders.
- Provided UI design documentation and a product feature roadmap.
- Scripted and produced an animated video explaining ING's global KYC strategy.
Technologies: Minimum Viable Product (MVP), Privacy, Rapid Prototyping, Data Visualization, Personas, Journey Mapping, Prototyping, Wireframing, User Flows, Information Architecture (IA), User Experience (UX), UX Design, Web Design, MVP Design, Stakeholder Management, Fintech, InVision, Sketch, Web App UX, Product Design, UX Research, UI Design, Storytelling, User Interface (UI), Interviewing, User Interviews, Copywriting, Content Creation, Design Systems, Web App UI, Web App Design, Applications, User Journeys, User Journey Maps, IA Strategy, User Research, B2B, Workshop Facilitation, Ideation Workshops, UX Workshops, UX Strategy, Interaction Design (IxD), Digital Product Design, Usability Testing, High-fidelity Mockups, High-fidelity Prototypes, Human-centered Design (HCD), Human Interface Design, Human Factors, Customer Research, Concept Development, Jobs to be Done (JTBD)
UX Lead (Freelance, Remote)
2019 - 2019
Land Life Company
- Overhauled the UX and UI design for our customer portal and reforestation dashboard.
- Created a simple design system based on the brand's existing visual identity.
- Facilitated ideation and product strategy workshops with key stakeholders and web developers.
- Created interactive prototypes and employed them in usability testing.
- Designed and delivered new icon sets for different weather types and categories of trees.
- Managed the planning and delivery of the UX track of our redesign project.
Technologies: Framer X, Framer Prototyping, Project Management, UX Design, Product Design, Web App UX, Web App UI, Web App Design, Visual Design, Design Systems, Accessibility, User Interface (UI), Applications, User Journeys, User Journey Maps, Carbon, IA Strategy, User Research, B2B, Workshop Facilitation, Ideation Workshops, UX Workshops, UX Strategy, Interaction Design (IxD), Digital Product Design, Usability Testing, High-fidelity Mockups, High-fidelity Prototypes, Human-centered Design (HCD), Human Interface Design, Concept Development
Project UX Director (Freelance)
2019 - 2019
Code d'Azur
- Crafted and documented the UX strategy for Polestar.com.
- Defined the MVP roadmap with strategy, technology, and creative directors.
- Designed and prototyped meta-level navigation for the whole ecosystem.
- Facilitated co-creation workshops with client stakeholders.
- Coached four UX designers across multiple Scrum teams.
Technologies: Minimum Viable Product (MVP), Behavioral Design, Rapid Prototyping, MVP Design, Personas, Journey Mapping, Prototyping, Wireframing, User Flows, Information Architecture (IA), User Experience (UX), UX Design, Web Design, Co-design, Sketch, InVision, Coaching, UX Strategy, Web App UX, User Interface (UI), User Journeys, User Journey Maps, IA Strategy, Workshop Facilitation, Ideation Workshops, UX Workshops, Interaction Design (IxD), Digital Product Design, Human-centered Design (HCD), Human Interface Design, Concept Development
Strategic UX Designer (Freelance)
2019 - 2019
Nationale-Nederlanden
- Designed the MVP of Human Capital Planner, a new pension management service.
- Expanded NN's brand design system with new patterns and principles.
- Implemented Agile processes across six business, design, and development teams.
- Delivered interaction, visual designs, and prototypes for three B2B pension web apps.
- Coached informally design professionals to help elevate UX maturity within the organization.
Technologies: Minimum Viable Product (MVP), Privacy, Rapid Prototyping, Data Visualization, MVP Design, Personas, Journey Mapping, Prototyping, Wireframing, User Flows, Information Architecture (IA), User Experience (UX), UX Design, Web Design, Jira, GitLab, ProtoPie, InVision, Sketch, Product Design, UX Research, UI Design, User Interface (UI), Interviewing, User Interviews, Copywriting, Content Creation, Design Systems, Accessibility, Web App UI, Web App Design, Applications, User Journeys, User Journey Maps, IA Strategy, User Research, B2B, Workshop Facilitation, Ideation Workshops, UX Workshops, UX Strategy, Interaction Design (IxD), Cognitive Psychology, Digital Product Design, Usability Testing, High-fidelity Mockups, High-fidelity Prototypes, Human-centered Design (HCD), Human Interface Design, Mobile UI, Human Factors, Customer Research, Concept Development
UX Lead (Remote, Freelance)
2017 - 2018
MaxDataIO
- Designed the MVP of MaxData’s blockchain product around a chat UI.
- Created the end-to-end journey flows for our B2B and B2C value propositions.
- Designed the information architecture and human interactions for the web and mobile apps.
- Delivered two journey maps, 92 wireframes, three prototypes, and detailed specifications.
- Conducted research about blockchain, utility services, and telecoms to articulate our business objectives.
Technologies: Minimum Viable Product (MVP), Behavioral Design, Privacy, Mobile UX, Rapid Prototyping, Data Visualization, Mobile App Design, MVP Design, Mobile Design, Personas, Journey Mapping, Prototyping, Wireframing, User Flows, Information Architecture (IA), User Experience (UX), UX Design, Web Design, Blockchain, InVision, Adobe Photoshop, Adobe Experience Design (XD), Axure RP Pro, iOS, Android, Web App UX, Cross-platform UX, Conversational UX, Storytelling, User Interface (UI), Interviewing, User Interviews, Content Creation, Copywriting, Accessibility, Web App UI, Web App Design, Applications, User Journeys, User Journey Maps, IA Strategy, User Research, Product Design, UX Strategy, Interaction Design (IxD), Digital Product Design, Usability Testing, High-fidelity Mockups, High-fidelity Prototypes, Human-centered Design (HCD), Human Interface Design, Mobile UI, Mobile Apps, Human Factors, Concept Development, Conversational Interfaces
Creative Lead | Senior User Experience Designer
2013 - 2017
Philips
- Worked on more than 30 projects—winning four design awards.
- Launched 14 web and mobile products using agile and lean startup MVP methods.
- Pioneered privacy-by-design mobile app patterns, years before GDPR.
- Co-founded the Persuasive Design Lab as a competence center for digital health coaching.
- Co-authored mobile app design system guidelines as part of a global rebranding.
Technologies: Minimum Viable Product (MVP), Behavioral Design, Privacy, Internet of Things (IoT), Mobile UX, Rapid Prototyping, Data Visualization, Mobile App Design, MVP Design, Mobile Design, Personas, Journey Mapping, Prototyping, Wireframing, User Flows, Information Architecture (IA), User Experience (UX), UX Design, Web Design, Adobe After Effects, POP, Sketch, Adobe InDesign, Adobe Illustrator, Axure RP Pro, iOS, Android, Web App UX, Cross-platform UX, Product Design, Healthcare, UX Research, UI Design, Conversational UX, Storytelling, User Interface (UI), Interviewing, User Interviews, Content Creation, Copywriting, Accessibility, Web App UI, Web App Design, Applications, Logo Design, User Journeys, User Journey Maps, IA Strategy, User Research, B2B, Workshop Facilitation, Ideation Workshops, UX Workshops, UX Strategy, Interaction Design (IxD), Cognitive Psychology, Digital Product Design, Usability Testing, High-fidelity Mockups, High-fidelity Prototypes, Human-centered Design (HCD), Human Interface Design, Mobile UI, Mobile Apps, Human Factors, Customer Research, Concept Development, Conversational Interfaces, Jobs to be Done (JTBD)
Mobile UX Lead | User Experience Consultant
2010 - 2013
User Intelligence
- Provided strategic and tactical design on 65 digital projects for 22 clients.
- Developed six sales pitches, nine blog posts, four conference talks, and two workshops.
- Worked with an assortment of clients including Philips, Volvo, TribalDDB, KLM, KPN, Gucci, Beeline, and Elsevier.
- Designed a mobile app for GeoIQ to assist first-responder rescue units in disaster scenarios.
- Created a new omnichannel digital experience strategy for a large consumer electronics company.
Technologies: Minimum Viable Product (MVP), Behavioral Design, Internet of Things (IoT), Mobile UX, Rapid Prototyping, Data Visualization, Mobile App Design, MVP Design, Mobile Design, Personas, Journey Mapping, Prototyping, Wireframing, User Flows, Information Architecture (IA), User Experience (UX), UX Design, Web Design, Adobe Fireworks, Adobe InDesign, Microsoft Visio, Adobe Illustrator, OmniGraffle, Axure RP Pro, iOS, Android, Web App UX, Cross-platform UX, Product Design, Healthcare, UX Research, Conversational UX, Storytelling, User Interface (UI), Interviewing, User Interviews, Web App UI, Web App Design, Applications, User Journeys, User Journey Maps, IA Strategy, User Research, Workshop Facilitation, Ideation Workshops, UX Workshops, UX Strategy, Interaction Design (IxD), Cognitive Psychology, Digital Product Design, Usability Testing, High-fidelity Mockups, High-fidelity Prototypes, Human-centered Design (HCD), Human Interface Design, Mobile UI, Mobile Apps, Human Factors, Customer Research, Concept Development, Conversational Interfaces, Jobs to be Done (JTBD)
User Experience Designer (Remote)
2009 - 2010
MetaLab, Ltd.
- Designed the MVP of Bsmrt, a mobile learning service for young people in South Africa.
- Authored and hand-coded five education and entertainment modules.
- Conducted UX research on Bsmrt from the study design to analysis and reporting.
- Facilitated strategy workshops with key stakeholders.
- Defined and documented UX design, research, and quality assurance processes.
Technologies: Mobile UX, Rapid Prototyping, Data Visualization, Mobile Design, Personas, Journey Mapping, Prototyping, Wireframing, User Flows, Information Architecture (IA), User Experience (UX), UX Design, Web Design, SPSS, Adobe Dreamweaver, Adobe Photoshop, MVP Design, Product Design, Minimum Viable Product (MVP), UX Research, UI Design, Conversational UX, User Interface (UI), Interviewing, User Interviews, Applications, IA Strategy, User Research, Mobile App Design, Interaction Design (IxD), Cognitive Psychology, Digital Product Design, Usability Testing, High-fidelity Mockups, High-fidelity Prototypes, Human-centered Design (HCD), Human Interface Design, Mobile UI, Mobile Apps, Human Factors, Customer Research, Concept Development, Conversational Interfaces
Web and Visual Designer
2002 - 2009
Freelance Work
- Designed and coded ten standards-compliant websites for three clients.
- Increased monthly web visitors for one client by 3,900% in five months.
- Created a new main brand and eight new sub-brands for a food and beverage services company in Germany.
- Planned and executed over 30 print, outdoor, and online marketing campaigns.
- Crafted the interior design for two cocktail lounges, each with a different theme.
Technologies: CSS, Data Visualization, Wireframing, Information Architecture (IA), User Experience (UX), UX Design, Web Design, Flash, Adobe Photoshop, Adobe Dreamweaver, JavaScript, HTML, Cross-platform UX, Product Design, UX Research, UI Design, User Interface (UI), Interviewing, User Interviews, Logo Design, IA Strategy, UX Strategy, Interaction Design (IxD), Cognitive Psychology, Digital Product Design, Human-centered Design (HCD), Human Interface Design, Mobile Apps, Customer Research, Concept Development, Conversational Interfaces
Other Experience
Education
2007 - 2009
Engineering Doctorate (EngD) in User-system Interaction
Eindhoven University of Technology - Eindhoven, The Netherlands
2005 - 2006
Master of Science Degree in Work and Organizational (Industrial) Psychology
Maastricht University - Maastricht, The Netherlands
2002 - 2005
Bachelor of Arts Degree in Social Sciences focused on Psychology
University College Maastricht - Maastricht, The Netherlands
Certifications
AUGUST 2020 - PRESENT
Certified Professional for Usability and User Experience — Foundation Level (CPUX-F)
UXQB®
DECEMBER 2019 - PRESENT
Certified in Distributed Management
Remote-how Academy
JUNE 2016 - JUNE 2017
SAFe Agilist (SA)
Scaled Agile, Inc.
Skills
Tools
Axure RP Pro, Adobe Illustrator, Sketch, ProtoPie, Adobe Photoshop, Confluence, InVision, Adobe CC, Adobe Dreamweaver, Flash, OmniGraffle, Microsoft Visio, Adobe InDesign, Adobe Fireworks, Adobe After Effects, Slack, Miro, GitLab, SPSS, Microsoft PowerPoint, Asana, Adobe Experience Design (XD), Adobe, Adobe Premiere Pro, Jira, Framer X, Framer Prototyping, Zeroheight
Platforms
iOS, Android, Figma, Axure, Apple Watch
Industry Expertise
Healthcare, Health, Health & Wellness, Psychology & Mental Health, Marketing, Maternity & Baby
Languages
HTML, JavaScript, CSS, HTML5
Other
Mobile Design, Data Visualization, User Flows, Web Design, MVP Design, Wireframing, Product Design, Cognitive Psychology, Mobile App Design, Persuasive Design, UX Design, Agile UX, Workshop Facilitation, Information Architecture (IA), Journey Mapping, Rapid Prototyping, UX Research, Interaction Design (IxD), Mobile Apps, Privacy, Personas, Content Strategy, Design Specifications, Narrative UX, Storytelling, Public Speaking, Human-centered Design (HCD), User Experience (UX), Emotional Design, UX Strategy, Experience Strategy, Interviewing, Behavioral Design, Minimum Viable Product (MVP), Human Interface Design, Conversational UX, User Interface (UI), User Interviews, Mobile UI, Mobile UX, Ideation Workshops, UX Workshops, User Journey Maps, Copywriting, Web App UI, Web App Design, Applications, User Journeys, IA Strategy, Digital Product Design, Usability Testing, High-fidelity Mockups, High-fidelity Prototypes, UI Design, Design Leadership, Customer Research, Internet of Things (IoT), Wearables, Requirements Analysis, Lean Startups, Web App UX, Roadmaps, Cross-platform UX, UX Leadership, Coaching, Connected Objects, Writing & Editing, Omnichannel Marketing, Tablet UX, Value Proposition Design, Human Factors, Concept Development, Conversational Interfaces, Jobs to be Done (JTBD), Accessibility, Logo Design, User Research, Content Creation, B2B, Design Systems, Usability, POP, Notion, Co-design, Stakeholder Management, Lean UX, Value Proposition Canvas, Award-winning, Public Health, Lifestyle, Hackathons, Creative Direction, Websites, Cognitive Behavioral Therapy (CBT), UX Principles, Brand Design, Form Design, Agile, Service Design, Social Sciences, Visual Design, Blockchain, Fintech, Startups, Art Direction, Web Content, Motion Design, Product Ownership, Certified Scrum Product Owner (CSPO), Team Management, Sustainability, Ethical Design, Acting, Theater & Performing Arts, Overflow, Digital Innovation, Value Innovation, Innovation Strategy, Adult Education, Entrepreneurship, React Native, Product Roadmaps, Objectives & Key Results (OKRs), UI Research, Prototyping, UX Prototyping, UX Flows, Task Flows, Scrum, Responsive Web Apps, Responsive Web Design (RWD), Project Management, Carbon, University Teaching, Strategy, Workshops, UX Analysis, Animated Prototypes, Lean, Validation, Projects, Azure DevOps, Kanban, Scrum Product Owner
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