Too much information.
Finding structure in information-heavy products and systems.
Frederic “Eric” Tubale UX Strategy · Product · AI
I make complex
systems make sense.
I work on difficult digital problems where people, business, information and technology have to work together.
↓01 / THE PROBLEM
I work where things
get complicated.
A difficult interface is often a symptom of something deeper. I look beyond the screen to understand the system, the workflow, the people using it and the problem that actually needs solving.
Too many steps.
Rethinking workflows that have become harder than the work itself.
Different people. Different needs.
Designing around roles, goals, constraints and competing priorities.
AI entered the room.
Working out where intelligence improves the experience and where it does not.
02 / PRACTICE
Strategy.
Product.
Intelligence.
UX Strategy
Understand the problem before deciding what the interface should become.
Product & Experience
Turn strategy into useful flows, interactions, prototypes and digital products.
AI & Intelligent Systems
Use AI where it can meaningfully improve how people work, decide and interact.
03 / PUBLIC WORK
Things I build,
explore and test.
Personal projects, independent explorations and experiments. Professional work that can be shared lives separately.
50M / 001
50M / 002
04 / 35 → 50
This took
fifteen years.
At 35, I registered 35thmedia.
I was going to build something.
I didn't.
Life happened instead. Fifteen years brought different places to call home, new experiences, changing technology, and plenty of complicated problems to solve.
Fifteen years later, I'm trying again.
Welcome to 50thmedia.
EST. AT 35. BUILT AT 50.
05 / FCT
Freedom.
Creativity.
Technology.
Freedom
Room to question assumptions and look beyond the obvious answer.
Creativity
Finding another path through the problem, not simply decorating the solution.
Technology
Using what technology makes possible with judgment and purpose.
06 / THINKING
Things I'm
thinking about.
Notes on UX strategy, AI, products, systems and what happens when they meet.
Where should AI actually enter the workflow?
Coming soonThe interface may not be the problem.
Coming soonDesigning AI for people who already know their job.
Coming soon07 / ERIC
ERICportrait goes here
Still curious.
Frederic “Eric” Tubale is a UX strategist, product thinker and designer who works on complex digital systems.
Across industries and technologies, his work starts with understanding how things fit together: people, information, workflows, business needs and the technology underneath them.
Today, that curiosity increasingly includes AI and the new questions it creates for products and the people who use them.
08 / CONTACT
Have a complicated
problem?
Good.
Let's talk ↗