how i work
Approach
Six principles I bring to every product. Each one is drawn as a small machine, so poke them.
01 / 06
Empathize with users
Watch and listen before deciding anything.
Before I open Figma, I want to watch someone struggle with the thing we’re building. Following Don Norman, I treat observation and conversation as the real starting point: what people say they need, and the quieter pain points they’ve stopped noticing.
02 / 06
Define and ideate
Name the real problem, then go wide.
Most “design problems” are really unclear problems. I spend time naming the one that matters, usually as a single “How might we…” question, and only then open up and go wide with ideas, together with the team.
03 / 06
Prototype and test
Build it rough, put it in front of people.
Guided by Eric Ries’s Lean Startup, I’d rather learn from a rough prototype this week than a perfect spec next month. Because I build front-end too, my prototypes are often real code: close enough to production that the feedback is honest.
04 / 06
Iterative design
Every release is a feedback loop.
Shipping is the middle of the process, not the end. Every release is a feedback loop: watch what happens, adjust, ship again. Small, frequent loops beat big, rare launches.
05 / 06
Collaboration
The best ideas come out of trust.
I do my best work in rooms where people trust each other enough to be wrong out loud. I work in the open with founders, engineers and stakeholders, and share work early so nobody is surprised at the end.
06 / 06
Data-driven decisions
Let behaviour settle the argument.
Opinions are cheap; behaviour is honest. I combine qualitative insight with analytics to make design choices that serve both the user and the business, and I set up tracking so we can tell whether a change actually worked.
how we’d work together
A typical freelance project runs in four overlapping stages. Small teams move fast, so these blur. The point is that research, design and build stay connected.
- 01
Discover
Research, interviews and workshops to find what your users actually need, and how that lines up with your business goals.
- 02
Design
User flows, wireframes and UI, built on the insights. Tested with real people before anyone writes production code.
- 03
Build
Hand in hand with your engineers: detailed requirements, design QA, and front-end support where it helps us ship faster.
- 04
Improve
After launch, analytics and feedback show what to refine next. Then the loop starts again.
Have a product that needs shape?
I take on a few freelance projects at a time: product design, UX research and design engineering for early-stage teams. Expect research-backed decisions, quick prototypes, and designs that survive contact with the codebase.