I start with the problem, understand the context around it, and use evidence to make decisions. Then I work with the team to turn those decisions into something people can actually use — and measure what happens next.

1. 01

   Start with the real problem

   Before designing a solution, I try to understand what is really happening — what people need, what the business is trying to achieve, and where the friction actually comes from.

2. 02

   Understand the whole picture

   I look beyond the screen. I consider the journey, the business rules, what the product depends on, the constraints, and the people involved in making it work.

3. 03

   Let evidence shape the decision

   I choose the method from the question — observation, interviews, product analytics, usability testing, or an experiment. The point is to test an assumption, not to confirm one.

4. 04

   Build with the team

   Good product design happens with the people building and growing the product. I work with product managers, programmers, and the growth, marketing, and data teams so a decision can actually move into the product.

5. 05

   Move quickly, learn, improve

   I prototype early, test ideas, and iterate from what happens after launch — whether people finish the journey and the outcome actually moves. When AI tools speed up exploration, prototyping, or documentation, I use them as an accelerator. The product decisions stay mine.

I look for the intersection between what people need, what the product needs to achieve, and what the team can realistically build.