HOW I WORK (OR THE DESIGN PROCESS)

There’s no one-size-fits-all solution to my design process. Every organization and project is unique, with different goals, constraints, and budgets. That’s why I work closely with clients to develop a tailored project plan—one that ensures a successful launch while laying the groundwork for future iterations.

At the core, every project starts with a deep understanding of my client’s objectives and their end users—before I even open a design tool.

The Essentials:
Goal Alignment – What are we trying to achieve? How does this project support organizational objectives? Let’s move beyond overused buzzwords like seamless and intuitive and define the actual experience we want to create.

Understanding the Users – Define key use cases from both the consumer/visitor and internal administrator perspectives. I focus on how users work, think, and engage—what they need, expect, and even what surprises them.

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

‍Building the Right Product:
New Products – Launch with a Most Lovable Product (MLP), supported by a roadmap for future iterations based on user feedback and evolving business goals.
Redesigns – What’s the real issue beyond aesthetics? Address functionality, usability, technology and business needs.

Envisioning the Experience – Every previous step feeds into this. Once we’re aligned, we translate the vision into designs.

Testing & Iteration – Even with tight budgets and aggressive timelines, testing with real users is essential. It helps us measure usability and sentiment, ensuring we prioritize what matters most.

True Collaboration – Successful projects thrive on clarity. Defining roles, workflows, approvals, and success metrics ensures alignment. A shared source of truth keeps risks and timelines in check.