I approach every project with one guiding principal; that no two projects are the same, and each problem requires its own analysis, iteration and proposed solution. The process must fit the problem. I believe that personality, life experience and the ability to see the situation through the eyes of others are necessary traits for creating design with meaning. That principal, my analytical approach to every problem, together with my hard skills as user experience designer and my formal architectural training, allow me to delve into each project with a fresh eye and an open mind, finding insights in unexpected places.

1. HI!
I’m Pasha. I am a designer.
But first i am a person.
I live on a planet with other persons.
And sometimes things get complicated.

2. I believe that designing user experience is a lot like visiting a new place;
some aspects of the journey are familiar, yet some parts are new.
Travelers encounter challenges on a road less traveled, and so is a designer starting a new
project. The key as I see it, is to understand and learn from everything previously done, yet
remember to not be tied down by it.
Whenever I start a any new project, I immerse myself in the details, the people, the systems
at play. With that, comes deep understanding, insights, and areas of opportunity begin to be
revealed. And by identifying them, we can start applying what was learned to uncover
creative solutions.
Foreign lands are best experienced by talking to their residents; the real gems lay with them.
RuvnaMuji Spotify
Case studies presented in this document:

3. Business + Brief Summery
Muji is a global retail company, distinguished by its design
minimalism, emphasis on recycling, avoidance of waste in
production and packaging, and no-logo or "no-brand" policy. Muji
succeeded in part by incorporating the aesthetic consequences of
cost-cutting into its design philosophy. Muji is banking on “the
idea that simplicity is not merely modest or frugal, but could
possibly be more appealing than luxury”.
Opportunity
Create an experience that will help people organize their work
and living space, using the ancient discipline of Feng Shui, thus
making users aware of how their surroundings affect their
mental well being.
Challenges
• Discover how people understand space,
and how space affects people’s well being
• Apply ancient eastern philosophies to a
digital world; keeping the essence of the
practice while making it accessible to users
• Using augmented reality and dealing with
technological needs and constrains
• Creating a new, non e-commerce product
while keeping with the brands philosophy
My Role + Responsibilities
Research the marketplace, conduct user interviews and
technological studies, as well as design development and
prototyping
Brand expansion proposal for a low-key life style retailer

4. Pasha Geystrin work samples 4
We tackled the problem of users not knowing how large objects would
look and fit within an intended space, and selected Muji due to their
“non-brand” brand and their minimalistic and neutral aesthetics.
Muji is about blending in and taking it easy. No brands, no logos, no frills.
Throughout the process however, our assumptions weren't
validated. We envisioned the product with an e-commerce
feature; part of the user’s search for the right piece of furniture.
Research showed that users prefer feeling, touching and lifting
pieces they are interested in before committing to buy.
With existing companion “lifestyle” apps, Muji created an eco
system that aims to help users live according to its philosophy.
How does it feel?
What is the actual color?
How will it it fit in my space?
How much does it weigh?
What is the total price?
Considering large and expensive purchases, users prefer to shop in personMuji visual board and user interview
Business and contextual studies brought insight regarding the overall aesthetics and experience we want
to aim towards. User interviews revealed valuable learnings and validated certain assumptionsDiscover

5. Pasha Geystrin work samples 5
Dropping e-commerce elements opened the product to all users and spaces,
broadening brand awareness and keeping the Muji aesthetics and
philosophy and bringing the in-store experience to user’s personal space.
Conducting a few more rounds of interviews with our new hypothesis, we
created personas and story boards to further flesh out our user’s journey
through the app.
We then turned our findings actionable by developing specific tasks and
brainstorming features.
With a validated idea, we proceeded to identify users, created archetypes and developed a
visual language. Further research conducted into image recognition API’s and Feng-shuiDiscover
Key Challenges
Prompting proper
angles for picture taking
Translating Feng-shui
concepts
Designing for
augmented reality
Discover
Having a validated idea, we proceeded to identify users, created archetypes and started developing a visual
system. Further research conducted into image recognition API’s and understanding and applying Feng-Shui

6. Pasha Geystrin work samples 6
During design studio, we defined the operations our users will perform, created a visual style and tested various
interactions, while testing and iterating on various elements and creating wireframes of increasing fidelity
• Special attention was give to the on-boarding process, since
users were asked to perform new and unfamiliar tasks.
• Landscape and portrait orientations were tested for the ideal
holding position.
• Various visual styles were applied to feng-shui; user testing
then performed and results analyzed and applied.
Various iterations of the appEarly version of element identification screen
Design

7. Pasha Geystrin work samples 7
The importance of extensive user
testing was clear during this project,
especially since we were exposing
users to new technology (augmented
reality) and new concepts (feng-shui)
Designing a new product for an existing brand, required adherence to an established visual language, while still
being open to innovation and creativity; we kept the Muji aesthetics and beliefs in mind when developing our ideasDeliver
Throughout the latter stages of design, we tested our
product and iterated based upon what we learned.
Some of the insights and subsequent changes were:
• Early versions lacked clear on-boarding
• Screen lacked direction
• Global navigational
• Microcopy and iconography
• Feng-shui elements explanation

8. Pasha Geystrin work samples 8
On-boarding sequence
Exposing users to a new technology requires thought out on-boarding sequence. Many iteration were created and
user testing proved essential. Screens, shapes and gestures were tested; Illustrations were created in line Muji’s spiritDeliver

9. Pasha Geystrin work samples 9
Bellow is a flow progression through the experience of the app. Users take a photo of their space, and the app
analyzes and suggest small changes based on Feng-Shui philosophy. Saving an image and sharing is also possible.Deliver
Select the desired space and
point your camera
The app will let you know if
the framed image is within
the confines of the software
Once a photo is taken, the
software will analyze the
objects based on Feng-Shui
Recommendations for
optimal arrangement will be
given. You can save your
photos and analysis
Glossary of Feng-Shui
elements and their
explanation is available

10. Pasha Geystrin work samples 10
Click on the image to view and interact with the Muji for Life prototypeDeliver

11. 11
Business + Brief Summery
As a school safety company, Ruvna aims to locate students during
emergencies, providing real time information. It allows school staff to
quickly and seamlessly count and identify missing students, shortens
response times and centralizes all critical information.
Opportunity
Design role specific screens and flows to better
assist the staff with performing their duties and
give each the most needed and up-to date
information.
Challenges
• Difficult user base to gain access for interviewing and research
• Compliance with legislative and various other governmental
mandates
• Determine which information at which times needed by which role
• Support seamless communication between users of different roles
My Role + Responsibilities
As part of a three person UX team, I defined the research scope, conducted
personal interviews, perform heuristic and legislative analysis,
incorporating the findings into proposed designs, and test the product in
“realistic” environments.
Research & design development for a school emergency response start-up

12. Pasha Geystrin work samples 12
Being a product that caters to educational institutions, it was
important to research the entire system and its organization.
Our aim was to understand the following:
• How school staff thinks and acts during emergencies?
• What are the responsibilities and duties of the various staff?
• How government agencies fit into the picture?
• What are the current practices and response protocols?
• Does technology play a role, and could it help improving
current practices?
A big part of the discovery process, were the personal
interviews with teachers, security officers and other
school staff, who were happy to help and provide
information and share their experiences.
Marketplace analysis was conducted, auditing 5 other
companies working within a related space, noting what
worked, what didnt and how others attempt to solve
similar problems.
Business, marketplace and legislative analysis, competitive audits, contextual studies and personal
interviews helped us focus our discovery and concentrate on areas of opportunities for present and futureDiscover

13. Pasha Geystrin work samples 13
Roles selected as PERSONAS for user case studies
Emergency response protocols are issued by the
federal government to the states, who then allow
district and cities to modify them depending on the
size of the school system.
Creating this eco-system map helped us study the
organization and structure of such network, break it
down and identify the users, their problems and
needs, as well is opportunities of business expansion.
School incident commander
(Principle / VP / Other Admin)
District incident commander
(Superintendent / Sec. Director)
City incident commander
(Police / Fire / EMS)
Operations Section
Search & Rescue
First Aid
Facilities & Security
Student Management
Evacuation & Shelter
Search & Rescue
Obtain up-to date headcount
Search facilities
Report back findings
Student Management
Maintain headcount
Stay with charges
Enact appropriate response
Logistics
Transportation
Food & Water
Shelter
Restrooms
Finances
Billing
Incident costs
Timekeeping
Planning
Documentation
Big picture analysis
Strategy
As an education platform compliant with existing rules, It was important to research the entire structure
and understand how cities and schools work with different government entities during emergenciesDiscover

14. Pasha Geystrin work samples 14
Guiding Design Principals
• Create a bird-eye panel to allow administrator a full view of the
emergency.
• Design a system that will funnel information to appropriate
personnel, depending on their emergency response role.
• Provide an information gathering and dispensing tool which can
be used during emergencies to better direct and inform staff.
• Enable administrators to use the system during drills, to collect
date and find weak links in the chain of command.
• Outdated practices
• Slow response times
• Lack of training
• Old or no technology
Example scenario for a missing student being identified and search for by staff
The issues we found varied depending on school level, size, location, as well
as other factors. Still, we were able to distill our findings into meta-issues:
• No streamlined
communication
District and school size, educational level and the different municipal and federal mandates are all factors
that must be considered; the final product must cater to a variety of conditions and be very customizableDiscover

15. Pasha Geystrin work samples 15
“I need to know what’s happening and I need
see all relevant information at a glance”
• Have a bird’s-eye view of situation
• Be up-to-date with real-time information
• Know school is taken care of while off-site
• Quick and efficient system and interactions
“Our main objective is to keep students safe
and wait for further instructions”
• Notify superiors of any status updates regarding her class
• Account for all her students
• Be up-to date on the details of the incident
• Understand school’s emergency protocols
“There are a million positions in a school, so that
everyone could concentrate on their job”
• Lines of communication with his superiors
• Status of the efforts of the entire emergency response
team
• Live updates on the incident and the decisions being taken
Feature accessibility is dependent on the user’s role within the
incident management system. This includes specific tasks and the
usage extent of each feature.
Feature access is controlled by the head of the response team;
Integration with district level personnel is available when needed.
Feature prioritization for administrator level user
With the discovery process well underway, and with deeper insights into the needs of both company and users, we
proceeded with creating personas and defining features based on roles and needs distilled from our takeawaysDesign

16. Pasha Geystrin work samples 16
Having users with various needs
at different times, tasks and
screens were developed, tested
and iterated using our prioritized
features, concentrating on
simplicity and efficiency.
Journeys, task diagrams and app
maps were created, further
distilling the most important
aspects of the service
Throughout design studio, research was turned into a visual language via journeys and flow diagrams, which helped
flesh out paths users would take during various emergency situations, and the operational tasks most neededDesign

17. Pasha Geystrin work samples 17
• Users were tested in both neutral and high stress environments,
simulating the heightened state of stress emergencies could
incur
• Product was tested on various user groups; chiefly those without
previous school or emergency work experience, and those with
prior experience as either school staff or as part of an emergency
response team
1
2
1
2
3
1
2
• Each screen was annotated and each task was called out,
describing its utility
• Task operation was outlined, showcasing preceding and
following tasks and how they work together.
• Video prototype was created of two users simultaneously
using the product, with two screens side by side.
Low and medium fidelity wireframes were developed throughout the delivery process, testing and iterating as we
design. With testing, problems were addressed and iterated upon, and specifications were developedDeliver

18. Pasha Geystrin work samples 18
The priority is to launch
the proper emergency
response; that is the first
things the admin will see.
Selecting the right protocol
can be done with a tap.
The dashboard gives a
bird's eye view of as the
emergency is handled.
The number of unchecked
students will decrease as
the staff conducts counts
The class view screen
consists of the name of the
student, and their status.
It is a disappearing list; as a
student is checked his name will
turn green, and 1 second after
move to the “checked-in tab.
Under the messages screen,
users are able to send
canned info based on their
role.
Admin roles will have the
ability to send text messages,
contact authorities and
address entire groups of staff.
Two sets of wireframes were created, showcasing administrator and teacher screens and flow, with all applicable
tasks and operations. Bellow are selected screens from the admin view, with info captions, and a video prototype.Deliver

19. Pasha Geystrin work samples 19
Click on the logo to view a video of the prototype with two users; admin and teacher, interacting simultaneouslyDeliver

20. Pasha Geystrin work samples 20
Opportunity
Create a feature that allows users to collaborate,
DJing their select tracks with other users in real
time.
Challenges
• Working with complicated DJ interfaces
• Defining “who/what is a DJ”
• Brining together three different “use cases” in one application
• Simplifying the UI while the necessary tasks fully fleshed out
My Role + Responsibilities
My three person UX team was tasked with creating a feature that
will allow users to collaborate further. Part of my role was to conduct
user and marketplace research, analyze current collaborative
platforms and create personas, user journeys, flows and wireframes.
Business + Brief Summery
Spotify is a world leader in music streaming and sharing; it provides a
platform for users to discover music, create radio stations and browse
through collections of artists, friends and celebrities.
Hypothetical feature addition for a worldwide music streaming service

21. Pasha Geystrin work samples 21
Who is a DeeJay?
What is Collaboration?
“…can pick and
piece together music”
“…links song or rhythms
that tell a story”
“…he would need to
know and remember
music well”
“…a live dj should
feel the crowd”
“…provides an
element of surprise”
“…make song
suggestions & requests”
“…i could learn new
skills & techniques”
“…if done well, it
breeds inspiration”
Music Streaming Services
(Apple, Rhapsody, Soundcloud, etc)
Professional DJ Software
(CrossDJ, Djay 2, Traktor, etc)
Playlist Creation & Sharing Apps
(Pyro, 8tracks, You.DJ, etc)
Breaking down the Marketplace
• Large music database
• Licensed music
• High discoverability potential
• Limited collaboration options
• Recording not possible due to
intellectual property laws
• Full DJ tools
• Play, mix and record
• Steep learning curve
• Requires prior knowledge of
deejaying
• Simple to use
• Highly accessible
• Automated fading
• Requires integration with
music streaming service
• No actual deejaying done
Learn DJ
techniques
Control music
at a gathering
Allow others
to contribute
Exercise
individuality
Being the “go-
to” person
Create and
share on the go
What they say they want
Alternate DJs
during parties
Feedback
Influence track
selection
Join ongoing
“sets”
Discover
new music
We begun by defining the meaning of Deejaying and collaboration, and what would Deejaying look like in a collaborative space. The team sought to understand
who is a DJ, their methods, tools, needs and pain points, and how could those be translated into a virtual environment while still keeping their essence intact
Business & marketplace analysis, competitive audits & contextual studies helped us understand the space
within which we are designing. Users gave us human insights.Discover

22. Pasha Geystrin work samples 22
The AUX Cable Hog
(Bryn)
“When it comes to music, I’m like a
fat man who can’t cook. But if you
can give me the proverbial blue
apron of djing, I’ll totally do it!!”
• Social Link
• Recommendations
• Share option
• Never-ending
playlist
• Genre tags
• Feedback
• EZ DJ tools
• Start & end session
The Deep Space
Explorer
(Eric)
“I want an endless stream of new
music that I know I will like”
• Social Link
• Recommendations
• Genre tags
• Feedback
• Genre based rooms
The Professional DJ
“I’d rather you ask me what I’m
playing than take your request.”
• Social Link
• RPM meter
• Share option
• Feedback
• Full DJ functionality
• Record option
• Start & end session
• Genre based rooms
The AUX cable hog was chosen as the
main persona, due to most of users not
being professional DJs.
Users want features that are accessible,
intuitive and quick enough to use
during dinners, parties and intimate
get-togethers.
Discovery & Learning
Journey of the explorer
Participation & Collaboration
Journey of the party hog & co.
Using journey maps and flow diagrams, we
visually laid out the experience the users
will go through.
This helped us fine tune the individual
screens and eliminate superfluous tasks
With a deeper understanding of the concepts of deejaying and collaboration within the streaming
industry, we delved further into our users and distilled their needs and habitsDiscover
Personas and their Needs User Journeys

23. Pasha Geystrin work samples 23
MAIN
RADIO
ACTIVITY
BROWSE
OVERVIEW
CHARTS
GENRES &
MOODS
NEW
RELEASES
DISCOVER
CONCERTS
CREATE
NEW
PLAYLIST
YOUR
MUSIC
SONGS
ARTISTS
STATIONS
ALBUMS
LOCAL
FILES
CREATE
NEW
STATION
MESSEGES
PROFIE
NOTIFICATIONS
RECENTLY
PLAYED
ARTISTS
PUBLIC
PLAYLISTS
FOLLOWING
FOLLOWERS
OVERVIEW
DJ
DJFY
PARTIFY
CREATE
NEW
ROOM
SETS CREATE
NEW
SET
JOIN
EXISTING
ROOM
RECORD
BROADCAST
SHARE
START SET
SPOTTILY MAP WITH INTEGRATED DJ FEATUREWorking with an established visual
language, we delved into design studio,
working out the flows and paths users
will take through our feature.
All throughout, we user tested various
UI options, incorporating feedback and
iterating as we design.
Spotify’s feature app, with our proposed features in green
Once we understood the space within which we are designing, and the user base we are designing for, it was time to
translate our findings into Spotify’s language and existing operational ecosystemDesign

24. Pasha Geystrin work samples 24
At the tail end of design studio, we
transferred our ideas and sketches into
user flows and diagrams, eventually
using high fidelity wireframes to user
test.
We iterated on CTAs and microcopy. We
found that certain button placement
needed to be adjusted for maximum
discoverability.
Out numerous tests proved invaluable,
as we were able to polish the experience
the users gh through. User flow for starting a party, sending invitations and setting rules
Examples of screen iterated upon after user testingUser testing
With the tasks and app flows taking shape we created user flow diagrams and high fidelity wireframes, user testing
through the process, incorporating our findings and testing againDesign

25. Pasha Geystrin work samples 25
Deliver
Specify. Launch. Iterate
“Start a party, choose the music and enlist your friends to help. Once the party goes live, everyone invited
can influence the playlist; suggest tracks and up and down vote those already on the list. Party on!”
“Start a party, choose the music and enlist your friends to help. Once the party goes live, everyone invited can
influence the playlist; suggest tracks and up and down vote those already on the list. Party on!”Deliver

26. Pasha Geystrin work samples 26
“Create a new set and let listeners join in live, suggesting tracks and commenting. Or join a live room where DJs
experiment with their music. Seeking new beat or an artist looking feedback? Join in!”Deliver

27. Pasha Geystrin work samples 27
Click on the images to view and interact with the desktop and mobile prototypes, respectivelyDeliver

28. Pasha Geystrin work samples 28
Thank you!
Pasha Geystrin
pgeystrin@gmail.com