“There are known knowns and there are known unknowns, but there are also unknown unknowns — things we don’t know that we don’t know.”

Turning unknowns into usable, human-centered solutions.

I believe the best products are built through collaboration, curiosity, and iteration — transforming complexity into experiences that simply work.

Every successful product begins with understanding — of people, of context, and of constraints. My process isn’t a rigid checklist; it’s a flexible framework designed to uncover insights, reduce ambiguity, and create experiences that are both intuitive and technically sound.

I work closely with cross-functional teams at every step — ensuring that design decisions align with user needs, business goals, and technical realities.

How I Work

1. Discover & Define (The Foundation)

Every project begins with understanding the landscape — and that means digging deeper than the brief. I start by identifying the problem behind the problem: What are users really trying to accomplish? What business outcomes are we driving toward?

This stage typically includes stakeholder interviews, user research, competitive analysis, and a thorough review of existing data. I map user journeys and uncover gaps, constraints, and opportunities.

By the end of Discovery, I define clear problem statements and measurable goals. This ensures that every design decision moving forward is grounded in evidence — not assumption.

A solid foundation here prevents wasted cycles later and aligns everyone around a shared understanding of success.

2. Ideate & Prototype (Bringing Ideas to Life)

With a clear direction, I translate insights into structured concepts. I sketch, wireframe, and build interactive prototypes in Figma, moving quickly from abstract ideas to tangible experiences.

This isn’t about perfection — it’s about communication. Prototypes help stakeholders and engineers visualize the solution early, encouraging faster alignment and better conversations.

3. Validate & Iterate (Test Early, Adjust Often)

Ideas are only as good as their impact on real users. I use usability testing, A/B testing, and heuristic evaluations to gather feedback early and often.

I value iteration over ego — feedback loops sharpen ideas, expose edge cases, and ensure we’re building something people can actually use and love. Every test is an opportunity to learn.

4. Build & Deliver (Design Meets Development)

This is where design turns into reality. My background in front-end development allows me to work seamlessly with engineering teams, bridging the gap between vision and execution.

I focus on accessibility, performance, and scalability, ensuring that what we ship isn’t just beautiful — it’s robust, maintainable, and works for everyone.

5. Evolve & Scale (Design That Grows With the Product)

Launch isn’t the end — it’s the beginning of a feedback loop. I document patterns, contribute to design systems, and work with teams to refine experiences based on real-world use.

As products mature, I help teams scale their design operations — ensuring consistency without sacrificing agility.