Designing with empathy, shipping with evidence

I’m Olawale Adediran — Ola for short. I’m a UX/UI designer with 7+ years turning messy, real-world problems into clean, human-centred products. I’m currently at Iceland Foods in Liverpool, where I design experiences used by millions of shoppers.

My work sits where empathy meets evidence. I run research to understand people, then use AI-enhanced workflows to move faster — exploring more directions, prototyping sooner, and validating with real users before a line of code is written.

I care about the numbers because the numbers are people: fewer support calls, more completed baskets, less frustration. Good design should be felt by customers and seen on the dashboard.