Approach

—Design starts with clarity.

Every solution needs to be tailored to an organization’s specific requirements. Always frame decisions by highlighting how they meet the organization’s and the user’s distinct objectives.

You can’t solve a problem you don’t understand, and using frameworks like user personas and problem statements keeps design grounded in real-world needs.

Before designing, I define the problem by answering:

  1. Who is facing the problem?

  2. What is the problem?

  3. Why does it matter?

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Process Pillars

  • 01 Deeply Understand the Problem

    Before jumping to solutions, dive into the problem, analyze user needs, data, and feedback. By fully understanding the issue, to set a strong foundation for impactful design.

  • 02 Define Success and Metrics

    Knowing what a “good outcome” looks like helps measure impact. Clear metrics early on, aligne work with business goals and user experience improvements.

  • 03 Validate User Behavior with Data

    Rely on data, not assumptions, to guide decisions. Analytics and Customer Success teams provide quantitative and qualitative insights, ensuring designs reflect real usage patterns.

  • 04 Reference Established Patterns

    Look to established design patterns for efficiency and user familiarity. Only when unique requirements arise is it time to innovate, with clear reasons for departing from norms.

  • 05 Explore Multiple Solutions

    We brainstorm and iterate on several approaches to find the most effective one, weighing each option’s strengths and trade-offs to build a robust final design.

  • 06 Iterate and Gather Feedback

    Designs improve through collaboration. Sharing ideas and iterating based on team feedback helps refine and strengthen each solution.

  • 07 Work in Structured Stages

    From concept to visual design, work through each design layer systematically. This approach ensures clarity and prevents distraction by irrelevant details at early stages.

  • 08 Prioritize Simplicity

    Complex features must feel intuitive. We aim for simplicity first, layering in complexity only after user needs and feedback support it.

  • 09 Measure Post-Launch Success

    Great design doesn’t end at launch. We track performance, engage with Customer Success, and use insights from each project to continually improve.

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