“Design is the process of expending considerable time, thought and energy into making something that looks and feels effortless.”


My Process

It’s about taking a holistic approach to the projects I work on — grounding myself in understanding, gaining perspective, embracing the collaborative process, finding ways to test multiple ideas and iterating — to arrive at the most effective and practicable solutions.


Research to understand
  • Market study
  • Competitive Analysis
  • Heuristic Evaluations
  • Stakeholder Interviews
Listen to learn
  • Questionnaires
  • User Interviews
  • Usability Evaluation
  • User Stories
Synthesize to define
  • Personas
  • Empathy Maps
  • Mind Maps
  • Experience Maps
  • User Needs Analysis
  • User Journeys
Generate concepts
  • Structured Brainstorming
  • Ideation Workshops
  • Concept Organization
  • Problem Framing
  • Sketching
  • Storyboards
Visualize the interaction
  • Use Cases
  • Wireframes
  • User Flow Diagrams
  • Site Maps
Communicate the idea
  • Rapid Prototyping
  • Paper Prototypes
  • Visual Mockups
Test the prototype
  • Usability Testing
  • Card Sorting
  • A/B Testing
Refine and repeat

The feedback from the testing is what drives the iterative process, giving me essential insight into refining the prototype, rethinking the interaction, even generating more concepts.