I follow a highly collaborative, iterative process to design solutions that tie user needs to business goals.


1. Understand & Discover

Great solutions begin with a keen understanding of your users, the problem space and business goals.

In this stage, I aim to better understand your users’ pain points and your business goals in order to generate insights and uncover areas of opportunity.

What I Do

Kick-off meeting

User/Customer Interviews
Stakeholder Interviews
Usability Testing
Product Audit
Heuristics Evaluation
Competitive Analysis
User Journey Map

2. Define

Armed with an opinion, insights, and a better understanding of your business and users, we define the problem and project scope.

I work collaboratively with product owners and tech leads to leverage key insights discovered to define exactly how we will solve specific user needs and pain points, connecting them to the underlying business goals.

In this stage, we define the main problem statement and constraints and then tie them to SMART goals in order to measure our impact in the end.

What I Do

Define main problem statement
Outline constraints
Refine goals and timelines

3. Ideate

In this stage, we brainstorm and come up with rough concepts for multiple solutions (diverge) in order to uncover the best way forward (converge).

I can do this on my own, though I always prefer to do it as part of a cross-functional team. Together (ideally) we will work through idea generation exercises to generate as many solutions as possible. We will then define specific criteria and constraints to identify the ideas that are worth pursuing, these are the ideas that will be tested and iterated upon.

I will then create low-fi wireframes to test top solutions, resulting in insights to iterate and push the best one forward.

What I Do

Design Sprints
Ideation Exercises (i.e. Crazy-8’s)


User Flows
Information Architecture / Sitemap
Wireframes (Low fi)
Prototypes (Low fi)
User Testing
A/B Testing

4. Design & Refine

We will continue to refine the UX solutions and move onto designing the surface (User Interface) by leveraging your brand and any existing guidelines.

This step is highly dependent on the needs of the project and client. It can range from end-to-end product design, resulting in visual designs to feature improvements that fit into existing frameworks and systems.

What I Do

Wireframes (high fidelity)


More user testing
UI Design
Interaction Design
Visual Design

5. Implement

Launching a new feature or product requires a collaborative, cross-functional effort.

We’re almost at the finish line! Now I focus on delivering the solution to engineers (who have ideally been part of the whole process). My job here is to support engineers in implementing pixel-perfect designs and smooth interactions, but I can also jump in and help with frontend development.

What I Do

UI Specifications

Style Guide, Pattern Library, or full Design System
Prototypes (high fidelity)

Visual QA

React (coming soon)