My Process

Understand the problem

I start by listening—really listening. I work with stakeholders, users, and developers to uncover business goals, user needs, and technical constraints. This discovery phase often includes stakeholder interviews, heuristic evaluations, competitor analysis, and diving into existing analytics or research.

Define & Align

I synthesise findings into clear problem statements, user personas, and journey maps. This step is about creating shared clarity across teams and ensuring everyone is aligned before pixels hit the screen.

Ideate & Iterate

Using wireframes and interactive prototypes, I explore ideas quickly and collaboratively. Feedback is gathered early and often—whether through internal reviews, usability testing, or informal validation with users. I believe in small, fast iterations and clear documentation.

Design with Intent

I apply visual design systems (like MUI or company-specific libraries) to create accessible, responsive interfaces that scale. Every interaction is designed with affordance, hierarchy, and clarity in mind. I work closely with developers to ensure designs are feasible and built with fidelity.

Deliver & Improve

Design doesn't end at delivery. I continue collaborating through QA, post-launch validation, and retrospectives. If something’s not working for users, I want to know about it—and fix it.