My Design Approach
A structured path from insight to impact—de-risk decisions, align teams, and ship what matters.
Discovery
Understand the problem & context
I start by aligning with stakeholders, exploring the business context, and mapping constraints and opportunities. This phase sets the foundation for everything that follows.
What I Do
- •Stakeholder interviews & alignment
- •Business context analysis
- •Competitive landscape review
- •Constraint mapping
What You Get
- Problem framing document
- Opportunity areas identified
- Research plan & timeline
- Key success metrics
Empathy
Connect with real user needs
Through direct observation and conversation, I uncover the underlying motivations, pain points, and behaviors that shape user experience. This isn't about what people say—it's about what they do.
What I Do
- •User interviews & contextual inquiry
- •Journey mapping workshops
- •Behavioral observation
- •Pain point documentation
What You Get
- User personas with real quotes
- Empathy maps & journey maps
- Pain point inventory
- Opportunity insights
Define
Frame the right problem
I synthesize research insights into clear problem statements and design principles. This creates alignment across teams and ensures we're solving the right problem before jumping to solutions.
What I Do
- •Insight synthesis workshops
- •Problem statement crafting
- •Design principle definition
- •Success criteria mapping
What You Get
- POV statements & HMW questions
- Design principles doc
- Success metrics framework
- Aligned team understanding
Ideation
Explore possibilities without limits
Through structured brainstorming and rapid sketching, I generate a wide range of solutions. The goal is quantity over quality at this stage—diverge before we converge on the best ideas.
What I Do
- •Crazy 8s & rapid sketching
- •Brainstorming workshops
- •Concept mapping sessions
- •Solution prioritization
What You Get
- Concept sketches (20-30 ideas)
- Solution options matrix
- Feature prioritization
- Top 3 concepts to prototype
Design & Prototype
Build to learn, not to finish
I create prototypes at the right fidelity for the question at hand. From paper sketches to interactive prototypes, each iteration brings us closer to a solution worth building.
What I Do
- •Wireframing & user flows
- •Interactive prototypes
- •Design system integration
- •Iterative refinement
What You Get
- High-fidelity mockups
- Clickable prototypes
- Design specifications
- Component library
Usability Testing
Validate with real feedback
I put designs in front of real users early and often. Testing reveals what works, what doesn't, and what we missed. Every test is a chance to learn and improve before launch.
What I Do
- •Moderated usability tests
- •A/B testing setup
- •Analytics review
- •Iteration recommendations
What You Get
- Test reports with findings
- Iteration roadmap
- Launch-ready designs
- Success benchmarks
How It Feels to Work With Me
Process alone doesn't make great products. It's how we collaborate, make decisions, and iterate together.
Transparent Collaboration
You'll always know where we are, what's next, and why. No surprises, no black box.
Evidence-Based Decisions
Every choice is backed by research, data, or user feedback—not opinion or ego.
Iteration, Not Guesswork
I design to learn. Each version gets us closer to something users actually want.
Ready to explore your next project?
Let's discuss how this approach can help solve your product challenges.
Let's discuss your product