My design process

I explore widely before narrowing in, always led by people and their unmet needs.

Backed by evidence, not guesswork.

I test my thinking against real data and real feedback. It keeps me honest and keeps the work grounded.

Get to know me

My process

Research and discovery

Divergent thinking

I start by learning about a client’s industry and customers. This involves studying competitors, gathering data, and understanding existing research to inform the project’s beginning.

Define and ideate

Convergent thinking

I define the problem and brainstorm ideas. I talk to stakeholders to understand their needs and use the “Jobs to Be Done” framework to guide my thinking.

Agile collaboration

Team building + trust

I love working with Agile-minded teams, focusing on continuous collaboration. Together, we prioritize features and ensure the product evolves based on feedback.

Prototype and test

Design + validation

I create and test prototypes with real users. This phase involves iterating on the design based on internal design review and stakeholder feedback to ensure usability.

Launch and learn

Improve continuously

After an MVP launch, I establish an on-going feedback mechanism to refine the experience. This helps ensure the solution is scalable and meets user and business needs over time.