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01the symptom

Your product doesn't need more noise.
It needs a clearer next move.

PRODUCT & UX OPTIMIZATION — DIAGNOSIS, NOT DECORATION

MOTION REDUCED — THE POINT WAS THAT IT RESOLVES

Start your product diagnosis.

The form below is a deliberate demonstration of a hostile form. It is described correctly to assistive technology; the failures it shows are visual.

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02the examination

More output is not always progress. Before designing more, find out what matters.

ITOLL · APRIL–DECEMBER 2023 · RECREATED 2026

Turning fragmented vehicle debts into one trustworthy payment system

Product Designer with APM/PM responsibilities

This selected experience is intentionally limited to verifiable role and contribution areas; no unverified result is implied.

iToll Debt List showing multiple vehicle-debt cards with independent statuses, selection controls, payment context, and vehicle information.
ITOLL DEBT LIST · 2023.12 · RECREATED 2026 · UNIFIED DEBT WORKSPACE2023.12
criticalPayment ≠ resolution
Paid is not settled. A success state could imply closure the provider had not given, so the settlement limits now sit on the debt itself, before anyone pays.
seriousPage-level failure
One provider outage should not cost the whole list. This card names what failed and offers a retry; every other debt stays payable.
moderateColour-only state
Selected is a border, a fill, a filled mark and a label, not a colour. State survives glare, greyscale and colour blindness.
moderateFee at the decision
The fee is stated on the charge it belongs to, beside the amount. Nobody meets it for the first time in a total.
minorNo default selection
Fines start unselected. Some are close to doubling or need a new inquiry, so paying one is a choice, not a default.
Before-and-after conversion comparison for the unified aggregate police inquiry path, rising from 45.72% to 58.40%.
POLICE FLOW · ITERATION 2 · REPORTED 2023.10.162023.10.16
seriousHidden trade-off
Aggregate and detailed inquiry differed in inputs, fee and detail, and people found out by filling in the form. The choice is now made before payment, in the open.

45.72% → 58.40%+12.68 percentage points, unified aggregate path · CLM-003Observed pre/post comparison. Not a controlled experiment. Other paths moved less.

What is deliberately not claimed.

No 30% support reduction, no 4% CSAT gain, no 200% cross-sales growth. Those were targets or lacked stable baselines. Excluding them makes the case more credible, not less complete.

SUPPORTING SPECIMENS · SAME SYSTEM, ONE PASS EACH

Three-stage horizontal funnel showing 100% seller landing entrants, 41.29% reaching Debt List, and 18.24% completing payment.
CAR-SELLER FUNNEL · 2023.08.19–09.17 · LANDING TO PAYMENT2023.09.17
seriousLost before the list
58.71% of seller entrants never reached the Debt List. The largest loss in this funnel happens before a single debt is shown.
moderateLife event, not product
Five seller interviews: nobody thought in inquiry categories. They were getting ready to transfer ownership, so debts, identity and proof belong in one flow.
Ranked bar chart showing subscription conversion of 38.69% after-payment mobile, 14.32% campaign mobile, 0.37% Debt List mobile, and 0.27% Debt List desktop, with denominators.
SUBSCRIPTION PLACEMENT · 2023.11 · ANNUAL NOTIFICATION OFFER2023.11
moderateOffer mid-task
On the Debt List the offer interrupted the job it sat beside: 0.37% on mobile, 0.27% on desktop.
minorOffer after intent
After payment it matched the moment — help me avoid this next time — at 38.69%. Different cohorts: placement sensitivity, not an A/B result.
Read the full iToll case →

03the method

A quiet process for consequential decisions. One optional kickoff. One clear handoff.

  1. 01

    Share the product

    Send the product, the evidence, and the decision you are facing.

  2. 02

    Diagnose the friction

    Symptoms separated from underlying product problems.

  3. 03

    Prioritise the repair

    Findings become ranked recommendations and redesigned examples.

  4. 04

    Hand over the decision

    Editable artifacts and a narrated walkthrough. No ongoing dependency.

04the findings

Sample report. These measurements are fixture data, not a session on this site.

DURATION
3m 4s
VIEWPORT
1512 × 982
POINTER
fine
BASELINE
412 px/s
signal reportsession #7Fk2mQx9Rd4T

What this session showed.

2026.08.183 findings
critical01
2.1s

You held on the audit engagement for 2.1s, then continued without acting.

A pause that ends in no action is an unresolved comparison. Where options sit side by side, the attribute that separates them has to be visible without being hunted for.

serious02
620px

the iToll case pulled you backwards 3 times — 620px of upward scrolling after you had already passed it.

Re-reading is a structural signal, not a reading-ability signal. Content that has to be revisited is usually content that arrived out of order.

moderate03
4 clicks

You landed 4 clicks on "View the full case study", which has no action attached to it.

Repeated dead clicks on one element are the most actionable signal in this report, because they name the element. Everything else needs interpretation; this needs a decision.

measured in your browser

3 points of friction, one of them costing you the decision.

Measured in your browser. Nothing was sent anywhere.

Downloading or copying a link is the only thing that stores this report.

what was measured?

05the handoff

Choose the intervention that matches the decision. Fixed scope, visible starting prices.

5 business days · up to 3 flows

Signal UX Audit

from €1,250

Find the friction affecting activation, conversion and usability. A prioritized repair plan your team can execute.

  • A live product with a critical flow underperforming
  • Severity-ranked findings, three redesigned screens, a narrated walkthrough and a focused 30-day roadmap.
Start here
7 business days

Design System Health Check

from €1,800

Expose component debt, accessibility gaps and governance problems before committing to a rebuild.

  • Interface inconsistency slowing delivery
  • Interface inventory, token and component assessment, five representative fixes and a governance backlog.
Start here
10 business days

AI Product Clarity Sprint

from €2,500

Turn an uncertain AI idea into a responsible use case and a practical roadmap.

  • An AI opportunity needing definition
  • Problem framing, AI role and risk map, key flows, a high-fidelity prototype and technical direction.
Start here

What you receive

Show me where the product feels stuck.

You just used the worst form on this site. This is the other kind.

Prefer email?

Portrait of Ryan Vafaei against a plain ground, near-monochrome.
SUBJECT · R. VAFAEIDOCUMENTED 2026

Ryan Vafaei · Product & UX Optimization Consultant

2–4 sentences is enough.
Async response within 2 business days. Submitted to a private Attio workspace.