How I Design
A deliberate, research-grounded process that transforms ambiguous problems into clear, beautiful, usable solutions. Every project is different — the principles never are.
Discover
Every great design begins with understanding. I immerse myself in the problem space through stakeholder interviews, contextual inquiry, and domain research. The goal is to understand not just what users do, but why they do it — and what they truly need.
Research
Structured research gives design its backbone. I conduct user interviews, surveys, competitive analysis, and heuristic evaluations. Data is synthesized into affinity maps, user journey maps, and empathy maps that the whole team can rally around.
Define
With research in hand, I define the problem clearly. How Might We questions, Jobs-to-be-Done frameworks, and success metrics crystallize the design challenge. This phase produces a design brief that keeps the entire project anchored to user value.
Ideate
Divergent thinking before convergent decision-making. Rapid sketching, crazy-eights exercises, and cross-functional workshops generate a wide range of concepts. No idea is too wild in this phase — good ideas often emerge from unexpected places.
Wireframe
Concepts become tangible through low-fidelity wireframes. Information architecture, content hierarchy, and user flows are established before any visual design decisions are made. This phase moves fast and fails fast — which is the point.
Prototype
Interactive prototypes bring the experience to life. Using Figma and Framer, I build clickable prototypes that simulate the real interaction — enabling meaningful usability testing with real users before a single line of code is written.
Test
Usability testing with representative users surfaces friction points that no designer can anticipate alone. I run moderated and unmoderated sessions, analyze task completion rates, and map failure modes — turning observations into actionable design improvements.
Iterate
Design is never finished — it's only released. Test findings drive focused iterations, from micro-copy changes to structural redesigns. High-fidelity design, motion design, and developer-ready specifications are produced with pixel-perfect attention to detail.
Launch
Design handoff is a collaboration, not a handover. I work closely with engineers during implementation, reviewing builds, catching visual regressions, and ensuring design intent is preserved. Launch is a milestone, not the finish line.
Support & Evolve
Post-launch analytics, user feedback, and support data inform the next design cycle. I monitor key UX metrics, run A/B tests, and continuously advocate for improvements that keep the product growing alongside user needs and business goals.