Process
How I work
A structured-enough process to be reliable. Flexible enough to fit any team, timeline, or problem type.
Discover
Stakeholder interviews, field research, heuristic audits, analytics review, and competitive mapping to build a shared picture of the problem space.
Define
Persona creation, JTBD mapping, success metrics, and design principles. Aligning the team on what we're solving and how we'll know we've succeeded.
Ideate
User flows, information architecture, rapid concept exploration, and lo-fi wireframing. Diverging before converging — never jumping to the polished version too soon.
Prototype
Hi-fi interactive prototypes, micro-interactions, component design systems, and developer-ready handoff specs that eliminate guesswork at build time.
Validate
Moderated usability testing, A/B experiments, accessibility audits, post-launch measurement, and iterative refinement informed by real usage data.
Design Principles
Clarity over cleverness
The best design is the one users understand immediately. I resist the temptation to be clever when clear would be better.
Design to ship
A beautiful prototype that never ships has zero impact. I prioritise work that crosses the finish line and reaches real users.
Measure what matters
Design decisions should be connected to outcomes. I define success metrics before designing, and revisit them after launch.
Research is ongoing
User understanding isn't a phase — it's a continuous practice. The best design insights often arrive mid-project.