Empathy meets creativity—and strategy brings it to life.

Great design starts with understanding people. Rooted in Lean UX principles and a growth mindset, my process emphasizes rapid iteration, collaboration, and actionable insights. Each step bridges business goals with real human needs.

Discover

  • User Insights: Conduct interviews, surveys, and contextual inquiries to uncover motivations, behaviors, and pain points.

  • Business Alignment: Collaborate with stakeholders to define success metrics and business objectives.

  • Research & Analysis: Audit existing data, user feedback, and market trends to inform direction.

Define

  • Problem Framing: Translate insights into a clear, concise problem statement.

  • Persona Creation: Build focused, actionable personas to guide decision-making.

  • Lean Prioritization: Assess ideas through the lens of user value and technical feasibility.

Ideate

  • Collaborative Workshops: Facilitate brainstorming sessions with cross-functional teams.

  • Low-Fidelity Prototyping: Sketch and wireframe early ideas to test direction quickly.

  • Feedback Loops: Embrace critique and iteration as fuel for stronger solutions.

Design & Test

  • Iterative Design: Move from wireframes to high-fidelity visuals, applying feedback at every stage.

  • Usability Testing: Validate designs with real users to uncover friction and ensure clarity.

  • Empathy in Action: Let feedback shape the experience—refining flows to meet real needs.

Deliver & Evolve

  • Developer Collaboration: Work hand-in-hand with engineers to ensure fidelity and usability.

  • Launch + Learn: Monitor usage, measure outcomes, and listen to users post-launch.

  • Continuous Improvement: Iterate based on data and evolving user needs.

Note: Every project is different—and not every engagement will follow this process step by step. I tailor my approach based on the unique needs, timeline, and goals of each project.