IRIA VICTORIA
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HI, I'M

IRIAVICTORIA

I design products that help people make better decisions.

From acquisition to everyday engagement, I transform complexity into experiences people can confidently understand, trust and use.

Product StrategyComplex SystemsUX ResearchBehavioral DesignB2B SaaSMobileGrowthE commerceProduct StrategyComplex SystemsUX ResearchBehavioral DesignB2B SaaSMobileGrowthE commerceProduct StrategyComplex SystemsUX ResearchBehavioral DesignB2B SaaSMobileGrowthE commerceProduct StrategyComplex SystemsUX ResearchBehavioral DesignB2B SaaSMobileGrowthE commerce
SEE MY WORK

My Work

Operations room at dusk with autonomous driving monitoring screens

Designing Safe Autonomy

Complex Systems

How do you design confidence inside complex operational systems?

Layered translucent glass panels with faint data lines

Designing Trust Across the Customer Journey

Growth

How do you reduce uncertainty before customers commit?

Soft curved concrete stairs in warm daylight

Helping Customers Stay in Flow

E-commerce

How do you reduce friction without interrupting purchase momentum?

Paper grocery bag and everyday groceries in warm light

Turning Consumption Data into Everyday Decisions

Engagement

How do you transform passive data into meaningful daily value?

About

Senior Product Designer with 5+ years of experience designing digital products from discovery to delivery.

I work at the intersection of product strategy, user research, business goals and technology, helping teams transform complexity into products people can confidently use.

Across B2B SaaS, mobile products and digital commerce, my work has always followed the same principle: understand the real problem before designing the solution.

I believe great products are not defined by the number of features they offer, but by the confidence they give people to make better decisions.

Design Philosophy

Every project solves a different product problem.

AcquisitionPurchaseProduct UsageRetention

Different products.

Different industries.

The same way of thinking.

“

I design products that help people make better decisions.

”

LET’S WORK TOGETHER

Have a product challenge worth solving? Let’s talk.

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Energy Consumption Mobile App04

Energy Consumption Mobile App

Turning Consumption Data into Everyday Decisions

Designing a mobile experience that transformed passive energy data into actionable insights.

Hero Image

Overview

Industry
Energy
Product
Mobile App
Users
Residential customers
Role
Senior Product Designer
Scope
Product Strategy · Mobile UX · Information Architecture · Notification Design · Behavioral Design
Timeline
2025

At a glance

Challenge
Transform an app used mainly to check consumption information into an experience capable of providing relevant value throughout the month.
My contribution
Redefined the engagement opportunity and designed a system of personalized insights, actionable recommendations and user-controlled notifications.
Key decision
Surface meaningful guidance instead of raw data and make every notification relevant, actionable and respectful of customer control.
Outcome
A product direction that shifted the app toward proactive guidance, created new reasons to return and established a stronger foundation for recurring engagement.

This case demonstrates

Mobile Product DesignProduct StrategyEngagement DesignBehavioral DesignNotification ExperiencePersonalizationInformation ArchitectureData VisualizationHabit FormationRetention StrategyFeature DiscoveryUX WritingUser Preferences & ControlsProduct Thinking

Product value shouldn't appear only once a month.

When I joined the project, the app served a very limited purpose. Customers opened it to check their monthly bill. Some explored their real time consumption. Then they left. The product wasn't part of their routine. Its value appeared only when customers actively looked for information. The challenge wasn't creating more features. It was giving customers a reason to come back.

Before adding notifications, I redefined what engagement meant.

Improving Daily Active Users wasn't about increasing the number of app opens. It was about making every visit useful.

Instead of asking, “How can we send more notifications?”, the project started from a different question: What decisions can we help customers make every day?

That question completely changed the role of notifications. They stopped being reminders. They became personalized recommendations.

Three principles guided every decision.

Surface insights, not raw data.

Numbers only become valuable when people understand what they mean.

Give users control.

Useful notifications are personalized.

Relevant information should never become noise.

Encourage action.

Every notification should help users make a better decision, not simply inform them.

“

Reflection

Every notification started with a behavior.

Translate consumption into action.

Energy consumption had always been available. Understanding it hadn't. Equipment categories were reorganized into clearer groups, supported by contextual explanations that helped customers understand what each category represented. The experience shifted from displaying information to supporting interpretation.

Equipment Category
Equipment Category
Equipment Detail
Equipment Detail
“

Reflection

Data doesn't create value.

Understanding does.

Personalize before notifying.

Not every customer cares about every appliance. Instead of delivering the same notifications to everyone, a Notification Center allowed customers to decide which categories they wanted to monitor. Users could receive insights only for the appliances that mattered to them. Personalization reduced notification fatigue while increasing relevance.

Home
Home
Menu
Menu
Notification Center
Notification Center
“

Reflection

Useful notifications aren't the ones people receive.

They're the ones people choose to receive.

Make every notification worth opening.

Push notifications became the beginning of the experience, not the entire message. Because notification text is limited, each message was designed to spark curiosity while remaining immediately useful. Opening a notification revealed contextual explanations, estimated financial impact and practical recommendations to reduce energy consumption. The notification didn't end the conversation. It invited users into it.

Push Notification
Push Notification
Bottom Sheet
Bottom Sheet
“

Reflection

The best notification isn't the loudest.

It's the one that helps someone make a better decision.

Design for every moment, not just the perfect one.

Customers don't always open notifications immediately. Instead of losing those insights, every unread notification remained available inside a dedicated Notification Center, highlighted with visual indicators and accessible whenever users returned to the app. The experience respected people's timing instead of demanding immediate attention.

Unread Notification
Unread Notification
Notification List
Notification List
Notification Detail
Notification Detail
“

Reflection

Good products adapt to users' routines.

They don't expect users to adapt to theirs.

Outcomes

The project redefined the role the mobile app could play in customers’ everyday lives.

Instead of functioning only as a place to check information, the experience created new opportunities to provide proactive guidance and recurring value between monthly billing cycles.

Product

  • Shifted the app from passive consumption reporting toward proactive guidance.
  • Translated raw consumption data into personalized, actionable recommendations.
  • Created new reasons for customers to return between monthly billing cycles.

Customers

  • Made energy recommendations more actionable.
  • Improved understanding of everyday consumption habits.
  • Gave customers greater control over notification preferences.

Business

  • Established a product direction focused on recurring value and long-term engagement.
  • Created a stronger foundation for increasing engagement with the mobile experience.
  • Strengthened product differentiation beyond monthly billing.

Looking back

The biggest lesson wasn't about notifications. It was about value. Data had never been the problem. The problem was expecting customers to transform data into decisions by themselves.

This project reinforced something I continue to believe. Products create long term engagement when they help people make better decisions, not when they simply provide more information.

The best products don't wait for users to ask questions. They surface the answers when they matter most.