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Hello, I’m

Francine Jones

I create experiences that balance beauty and usability.

I'm a Wellington based Product Designer with 10 years of experience. I’ve worked across startups and large organisations including Trade Me, Timely and Smartly, helping teams turn complex problems into clear, usable products.

Check out my mahi

Product Design

Web Design

Graphic Design

Skills and Tools

"Francine wore many hats. Product designer, website design, print, and more. One of those was videography. I still consider her very first video she crafted with me to be a benchmark of quality."

Peter Bergantino - Cognise (Allfields)

Watch video

"During Francine’s time here, she worked on the UX and UI design, of multiple digital products, ensuring the look and feel met clients’ requirements and branding. Francine is a creative person, able to apply a style to any medium."

Andrew Butel - CEO EndGame

"Francine is very thoughtful and attentive to details when it comes to customer experience. She is very passionate about her work, doing a lot of research and user testing to make sure designs enable the best user experience. I appreciate her collaborative approach and great attitude to teamwork."

Helen Kyryliuk - Developer at Timely

"Francine was always super user-focused, constantly asking great questions like “Why are we building this?” or “Do customers actually need this?”. She also did a great job summarizing and documenting everything so the whole team could stay on the same page."

Jan Santos - Product Owner at Smartly

Discovery
Definition
Delivery
Iteration

Understanding the problem before jumping into solutions

Key activities
• Stakeholder interviews to understand business goals and constraints
• User research, interviews, and surveys to uncover real needs
• Reviewing existing analytics and product data
• Competitor and market analysis
• Mapping the current user journey and identifying pain points
• Defining the core problem to solve

‍Outcome
‍A clear understanding of user needs, business objectives, and the opportunity space.

Turning insights into a clear design direction

Key activities
• Synthesising research findings into themes and insights
• Creating problem statements
• Prioritising opportunities based on impact and effort
• Defining success metrics and product goals
• Aligning stakeholders around the direction
• Creating early concepts and solution approaches

‍Outcome
‍A shared understanding of what to build, why it matters, and how success will be measured.

Designing, testing, and shipping solutions

Key activities
• Designing user flows and information architecture
• Creating wireframes and prototypes
• Running usability testing and gathering feedback
• Iterating based on insights and constraints
• Collaborating closely with engineers and product managers
• Preparing final UI designs and design specifications

‍Outcome
‍Validated solutions that are ready to be built and delivered to users.

Continuously improving the product after release

Key activities
• Monitoring product performance and user behaviour
• Collecting feedback from users and stakeholders
• Running A/B tests and experiments
• Identifying opportunities for improvement
• Refining the design based on real-world usage

‍Outcome
A product that evolves over time and delivers increasing value to users and the business.