How I work?
No two projects are the same, but what stays constant is a human-centered, outcome-driven mindset. My approach blends structure with flexibility, strategy with empathy, and creativity with data. Here's how I typically work:
My Design Ethos
- Be user-first, always
- Think in systems, not screens
- Clarity over cleverness
- Validate early, validate often
- Design with humility and purpose
Understand the Problem
I begin by immersing myself in the business goals, user needs, and industry context. Whether it's through stakeholder interviews, reviewing existing systems, or auditing analytics, the goal is to deeply understand why we’re solving this and who we’re solving it for.
- Stakeholder & SME interviews
- Competitive & comparative analysis
- Heuristic evaluation & product audit
- Understanding regulations (HIPAA, 21 CFR, etc. where applicable)
Define the Opportunity
Once the problem is understood, I synthesize the findings into clear insights, identify gaps in user journeys, and co-create the vision and KPIs with the team. This step aligns everyone on a shared understanding.
- Personas & empathy maps
- Journey maps & service blueprints
- Opportunity areas & problem framing
- Outcome-driven UX goals
Ideate & Structure the Experience
With clarity on direction, I move into ideation, sketching concepts, exploring different flows, and defining the information architecture. I enjoy facilitating workshops that bring cross-functional perspectives together.
- Brainstorming workshops (remote/in-person)
- User flows, IA, task models
- Wireframes & concept testing
- Content-first design thinking
Design with Intent
Design is more than UI — it’s about making decisions with purpose. I create prototypes that reflect not just aesthetics, but logic, accessibility, and usability. I work closely with development teams for feasibility from the start.
- High-fidelity prototypes (Figma, FigJam, etc.)
- Design systems and visual consistency
- Interaction design for clarity and feedback
- Developer handoff with annotations and specs
Validate & Iterate
I believe validation is continuous, not a checkbox. I conduct usability testing, run expert reviews, and capture feedback loops to refine and improve. I advocate for measuring UX beyond NPS, by looking at task success, comprehension, and confidence.
- Usability testing (moderated/unmoderated)
- Expert reviews & heuristic checks
- Feedback incorporation & refinement
- Design QA with developers
Deliver & Elevate
Beyond delivery, I stay engaged during development and launch, helping teams interpret design intent, fine-tune interactions, and track real-world usage post-launch. I support adoption, training, and continuous optimization.
- Sprint reviews and UAT support
- Design QA and last-mile polish
- Post-launch analytics & UX measurement
- Team retrospectives and learning loops