How I work
Design Process
My process is iterative and grounded in understanding people first. I use design thinking not as a rigid framework but as a mindset — always asking why before deciding how.
Understanding the problem space before touching tools. User interviews, competitive analysis, heuristic reviews, and defining the actual problem to solve.
Synthesising research into clear problem statements and personas. Deciding what success looks like — not what the client thinks they want, but what users actually need.
Generating multiple directions before committing to one. Sketching, wireframing, exploring edge cases. Preferring breadth over premature polish at this stage.
Building the right fidelity for the question being asked. Low-fidelity for flows and structure, high-fidelity for visual and interaction detail.
Putting things in front of real users as early as possible. Usability testing, eye-tracking studies, and structured feedback sessions to validate assumptions.
Taking designs into production myself where possible. HTML, CSS, and JavaScript — so the handoff is never a translation problem. What's designed is what ships.