Amy-Leigh Braaf

Head of UX/UI

Our Ancient Soul of Modern Design

My Role at ADS.

A UI/UX leader who is focused on enhancing UI standards and analyzing UX processes. The daily task I give myself is to build expertise within the talented team and manage designers while learning about trends changing within the industry. I always foster a deep passion for understanding the user’s mindset and core intentions. This approach is layered - from mid-fidelity wireframes to beautiful finished product - the goal is to manage a team that consistently creates dynamic, highly impactful mobile apps, ready for an intriguing and rapidly evolving world.

If I could be anything or anyone other than myself, what would it be?

A coelacanth.
To be a living fossil, who can date back to 65 million years ago, and still resemble my ancestors. There is a coelacanth fish discovered in East London, South Africa and there are others located in Indonesia, I have ancestry tied to both countries so it’s a pretty sentimental fish for me.