My Process

At the core of my design practice is a deep commitment to human-centred thinking — not as a buzzword, but as a disciplined, empathetic process grounded in understanding real people, in real contexts, solving real problems. I believe that good design begins with listening: uncovering user needs, motivations, and behaviours through thoughtful research and dialogue. From there, I translate those insights into design strategies that balance user value with business outcomes.

My process is iterative, collaborative, and evidence-driven. I start by defining the problem space through qualitative and quantitative research — interviews, journey mapping, analytics, and stakeholder workshops. From there, I move into ideation and prototyping, using methods like rapid sketching, wireframing, and interactive prototyping to bring ideas to life quickly and tangibly.

I validate early and often, using moderated usability testing, heuristic reviews, and A/B testing where appropriate. I champion accessibility, inclusivity, and ethical design practices throughout — ensuring products work for real users, not just ideal ones. I also lean into service design methodologies, mapping the end-to-end experience to understand how frontstage interactions connect to backstage systems.

Incorporating modern UX practices, I work fluently with design systems, component-based thinking, and tools like XD, Figma, FigJam, and AI-assisted UX analysis. I collaborate closely with cross-functional teams in agile and dual-track discovery environments, helping teams prioritise features based on user impact and feasibility.

Ultimately, my goal is to design experiences that feel simple, purposeful, and empowering — solutions that serve users holistically, while supporting scalable, long-term product growth.