HOW I WORK (OR THE DESIGN PROCESS)

I do not believe in a one-size-fits-all design process. Every organization operates with different goals, constraints, and levels of complexity. My role is to shape the right approach for the challenge and not impose a rigid framework.

Every project begins with understanding two things clearly: what the organization is trying to achieve, and how real people actually use the product. Strategy comes before screens.

The Essentials:
Goals – We start by defining what success actually looks like, beyond vague language like 'seamless' or 'intuitive.' The work is grounded in clear business objectives and the experience we want users to walk away with.

Understanding the Users – I define key use cases across both end users and internal teams. This includes how people think, work, and make key decisions.

Competitive Insights – Draw inspiration from the landscape—both within and outside the category—to identify opportunities and gaps.

‍Building the Right Product:
New Products – I help teams launch with a 'Most Lovable Product' that isfocused, intentional, and designed to earn trust. I pair that with a feasible roadmap that supports iteration as the product and business evolve.
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Redesigns – These challenges go deeper than aesthetics. I address the problems holistically by  uncovering the real issues across usability, functionality, technology, and business constraints.

Envisioning the Experience – Once aligned on goals and constraints, vision becomes tangible. Strategy is translated into clear, purposeful design decisions that teams can execute against.

Testing & Iteration – Even under tight budgets and timelines, testing with real users is essential. It helps validate direction, surface blind spots, and ensure we’re prioritizing what truly matters.

True Collaboration – Strong collaboration underpins everything. Clear roles, workflows, decision-making paths, and success metrics keep teams aligned. A shared source of truth reduces risk and keeps projects moving forward.