Femi Olanipekun
User Experience Designer @Trueru
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WORK HISTORY
User Experience Designer @Trueru
Led end-to-end user flow design for surgeons to schedule and manage video appointments with patients, improving clarity and reducing friction across the booking journey.Designed and refined dispute-resolution flows enabling surgeons to raise, track, and resolve patient issues within the TruerU app, supporting safer and more transparent care.Mapped the full end-to-end patient journey from initial discovery through to post-appointment follow-up, identifying key drop-off points and translating those insights into design improvements that simplified the overall experience.Collaborated closely with cross-functional team members and key stakeholders to align product requirements.Contributed to the early-stage discovery work for a new feature area by running competitor benchmarking and synthesising findings into actionable design principles that shaped the direction of the product roadmap.Facilitated design walkthroughs and critique sessions with stakeholders, presenting design decisions with clear rationale that connected user needs to business outcomes thereby making it easier to get alignment and move forward quickly.
EDUCATION
Obafemi Awolowo University
Bachelor of Arts - BA, English Language and Communications
Kingston University
MSc, User Experience Design and Human Computer Interaction
ABOUT FEMI OLANIPEKUN
Femi is a Product Designer with 5+ years of experience building digital products that combine great design, real user needs, and measurable business outcomes. I\'ve worked across HealthTech, EdTech, FinTech, and IoT products, designing for both B2B and B2C audiences. I hold an MSc in User Experience Design from Kingston University London, and lately I’ve been exploring how AI can enhance product decision-making and user outcomes.My process starts with people. Before I open Figma, I want to understand who I\'m designing for, what they\'re trying to do, and where the current experience is failing them. That means user interviews, usability testing, journey mapping, competitor analysis, and the full research toolkit. The design work that follows is sharper because of it.I don\'t design in isolation; I design with scale in mind. I build and extend component libraries, define interaction patterns, and document design decisions so that the work I produce is consistent, reusable, and sustainable for the teams that inherit it. Whether I\'m working within an established system or creating one from scratch, I treat design systems as a core deliverable rather than an afterthought.I care deeply about accessibility. WCAG compliance isn\'t a checklist item in my process; it’s a quality standard that I apply from the first wireframe, ensuring that what I design works for as many people as possible. What I\'ve shipped: At TruerU, I led end-to-end UX design for a dual-sided healthcare platform connecting patients with verified cosmetic surgeons. I designed surgeon-facing appointment-scheduling flows, dispute-resolution systems, and patient communication tools, reducing friction throughout the booking journey and improving clarity at every touchpoint. At Decode Analytical, I led a team of designers rebuilding Decode LMS from the ground up. We redesigned the information architecture, overhauling core navigation and integrating live video functionality into the platform. The result was a measurably more engaging and navigable product, with improved feature discoverability and reduced learner drop-off across key user journeys. As a freelancer, I delivered UI/UX design for global clients, including a live event seat-booking platform, a streaming service redesign, and a wedding-planning app — maintaining high client satisfaction while owning the full design lifecycle from lo-fi wireframing through to handoff.
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