Find the real problem
I start with the people, the context, and the evidence. Support conversations, research, and product data help me understand what is getting in the way before deciding what to design.
Make the whole journey visible
I use flows, information architecture, and service maps to connect individual screens to the bigger experience, including the moments where things go wrong.
Give the details a purpose
Hierarchy, copy, colour, and interaction should help people make their next move. My visual design background helps me bring care and character to those decisions.
Build, learn, and question again
I work with product and engineering to make trade-offs explicit, test ideas, and carry decisions into delivery. A launch is a chance to learn what to improve next.