My Process

My Design Process

From ambiguity to aligned teams to shipped products.

The case studies show the outcomes. This page shows the thinking behind them — the research, the systems, the stakeholder dynamics, and the moments where process actually makes or breaks a project.

01

Phase One

Understanding the
Problem Space

Discovery & Research

  • Stakeholder interviews to understand business goals and constraints
  • User research to uncover real needs and pain points
  • Competitive analysis to identify opportunities and patterns

AI-Powered Content Analysis

  • Analyze existing content for patterns and gaps
  • Extract key themes from user feedback at scale
  • Generate initial content inventories and audit reports

In practice: On a recent e-commerce redesign, I fed an entire website into ChatGPT to identify the top 10 friction points in the primary user flow — work that would've taken weeks happened in an afternoon.

02

Phase Two

Making Sense
of Chaos

Heuristic Evaluation

  • Nielsen's 10 usability heuristics
  • Accessibility standards (WCAG 2.2)
  • Industry-specific best practices

Information Architecture

  • Content buckets that group related information logically
  • User flow diagrams showing key pathways
  • Sitemaps that visualize the entire information ecosystem

A core belief: Good IA is invisible — users should find what they need without thinking about how it's organized. When navigation becomes the subject, something has already gone wrong.

03

Phase Three

Bringing Ideas
to Life

Wireframing & Prototyping

  • Lo-fi wireframes to test information hierarchy
  • High-fidelity wireframes for design system work
  • Interactive prototypes for usability testing

Design System Thinking

  • Creating reusable component libraries
  • Documenting interaction patterns
  • Establishing design tokens for consistency

The reason this matters: It's not just about efficiency. It's about creating experiences that feel cohesive across every touchpoint — whether someone is on the homepage or a deeply nested product page.

04

Phase Four

Collaboration
& Refinement

Developer Partnership

  • Co-creating during the design phase to ensure feasibility
  • Providing detailed specs with interaction states and edge cases
  • Participating in sprint planning to prioritize features
  • Conducting design QA during implementation

Iterative Improvement

  • Monitor analytics and user feedback post-launch
  • Conduct usability testing on live products
  • Create optimization roadmaps based on data

The work doesn't end at launch. The best products I've shipped have been improved meaningfully in the 90 days after go-live — because that's when real usage data starts telling the truth.

What Makes Me Different

Four principles that
shape every project.

AI-Augmented,
Human-Centered

AI accelerates the work — synthesis, content analysis, logic mapping. But it doesn't replace the judgment calls. Every AI output runs through a human lens before it informs a decision.

Systems Over
Screens

I design patterns and components, not just individual interfaces. A screen is a snapshot. A system is a strategy — and it's what makes design scale without falling apart.

Collaborative
by Design

Stakeholders, developers, and users aren't interruptions to the process — they're inputs to it. The best design decisions I've made came from conversations I didn't expect to matter.

Data-Informed,
Not Data-Driven

Numbers tell you what happened. Research tells you why. I balance quantitative signals with qualitative understanding — because optimizing for metrics alone often produces products that test well and feel wrong.