Product & UX Strategy
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ivanfeerman@gmail.com
UX Strategy · Research · Experience Design
Product & UX Strategy — San Diego

KNOW
BEFORE YOU
BUILD.

A product and UX strategy practice. We turn user research into the decisions that move conversion, retention, and revenue — before the roadmap is committed.

UX Strategy Research & Discovery Experience Design Measurable Outcomes
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UX Strategy◆ User Research◆ Conversion Lift◆ Experience Design◆ Retention◆ Product Discovery◆ Measurable ROI◆ Inclusive by Default◆ UX Strategy◆ User Research◆ Conversion Lift◆ Experience Design◆ Retention◆ Product Discovery◆ Measurable ROI◆ Inclusive by Default◆
01 — What We Do

UX STRATEGY,
NOT GUESSWORK.

Workflow is a product and UX strategy practice. We help teams decide what to build, for whom, and why — before the engineering budget is committed.


Every engagement starts with research and ends in decisions your team can act on. Not a deck that gets archived — a clear line from what users actually do to what your roadmap should say.


Our clients are startups, scale-ups, and enterprise product teams across automotive, retail, health benefits, SaaS, and fintech — anywhere the cost of guessing wrong is high.

$100
Returned for every $1 invested in UX, per Forrester Research — the highest-leverage spend in most product budgets
DISCOVER DEFINE IDEATE PROTOTYPE TEST
02 — The Case

WHY IT
MATTERS.

"The most expensive product decision is the one made on an assumption nobody checked."
// 01

GUESSING IS THE COST

Every feature built on an untested assumption carries the full price of engineering, QA, and launch — plus the opportunity cost of what your team didn't build instead. Research is cheap by comparison. Rework is not.

// 02

STRATEGY BEFORE INTERFACE

Most teams call UX when the wireframes need polishing. By then the expensive decisions are already locked in. We work upstream — on which problem to solve and which users to solve it for — where the leverage actually is.

// 03

MOVE THE METRICS

Activation, conversion, retention, support volume. Every engagement is scoped against the numbers your leadership already tracks, so the value of the work is legible to the people approving the budget.

// 04

A WIDER SAMPLE FINDS MORE

Narrow research panels produce narrow insight. When your study includes the users your competitors overlook — across language, culture, income, and ability — you surface opportunities and failure points nobody else has found yet.

03 — How We Work

THE PROCESS
IS PERSONAL.

No standard playbook. Every engagement opens by agreeing which metric we're trying to move — then works backward to the research that will actually move it.

01

IMMERSION

Stakeholder interviews, competitive landscape analysis, and an audit of your current product and research practice — before proposing anything.

02

DISCOVERY

In-depth qualitative research with your actual users — one-on-one interviews, contextual inquiry, and observation in the environment where the product is really used.

03

SYNTHESIS

Patterns become insights. Insights become principles. Raw data becomes clear, actionable frameworks — with the reasoning shown, so your team can run the method again independently.

04

ACTIVATION

Findings that gather dust aren't findings. We work alongside your product, design, and engineering teams to land the research in decisions — not just decks.

COMUNIDAD
04 — Background

ROOTED IN
COMMUNITY.

Workflow is a Latino-led practice. That background produced an early specialism — research with audiences most panels underrepresent — and it remained part of the methodology as the client base broadened across industries.

In practice it means two things. Focused work with Latino-owned startups and Latino-led founders who want researchers that already understand their market. And for every other client, a standing discipline of asking who is missing from the sample — which is usually where the unclaimed opportunity sits.

We also teach. Free UX workshops in high schools with high minority enrollment, for students who have never heard the phrase "user experience" but already know what it feels like when something isn't built for them.

Introduction to UX Research — 2-hour workshop
How to Interview a User — Interview practice labs
Design for Your Community — Student-led projects
Careers in Tech Research — Panel & mentorship day
Prototyping Without Code — Figma & paper sessions
WORKFLOW STARTUPS SCHOOLS RESEARCH COMMUNITY CULTURE
05 — Practice Lead

WHO RUNS
YOUR ENGAGEMENT.

Ozzie Feerman OF images/team-ozzie.jpg
Ozzie Feerman
Principal · Product & UX Strategy

Ozzie leads Workflow's strategy practice. His work sits upstream of the interface — on which problem is worth solving, which users decide the outcome, and what the evidence says the roadmap should prioritise.

He holds a Master's in Human-Computer Interaction & Design from UC Irvine, and has delivered engagements across automotive, retail, health benefits, enterprise SaaS, and fintech — from heuristic evaluation and competitive intelligence through to validated interface decisions.

Recent work includes a configurator evaluation that lifted purchase-task completion to 97.5%, a benefits-platform redesign modelled to halve a 30,000-call support volume, and a retail revitalisation strategy built on a five-year market window.

6
Engagements delivered
5
Sectors
MS
HCI & Design, UC Irvine
LinkedIn ↗ ivanfeerman@gmail.com
06 — Case Studies

THE WORK.

Browse All 6 Studies — Opens In a New Tab

08 — Work With Us

LET'S
TALK.

Tell us which number you need to move. We'll tell you whether research is the fastest route to moving it — and how we would scope the work.

ivanfeerman@gmail.com

You'll have a reply within 48 hours — with a point of view, not a pitch deck.