Make sense before it looks good.
Research-first and hypothesis-led. I don't open Figma until I understand the why. A beautiful screen that solves the wrong problem is still a failure.
Listen before designing.
Every project starts with understanding the humans involved. The people using it, the people building it, and the business context shaping it. I run user interviews, review support data, and map existing workflows to find where things actually break down. The goal is to identify the real problem, not just the stated one.
Form a testable hypothesis.
Before I touch a wireframe, I form a clear hypothesis. If we do X, users will experience Y. This keeps the team honest and gives every design decision something to push against. Affinity mapping and workflow analysis synthesise the research into clear problem statements and design principles.
Explore fast. Decide deliberately.
Rapid ideation cycles in Figma and FigJam. Exploring multiple directions quickly without getting precious about polish. Early wireframes go in front of real users as soon as possible. Decisions are made with data, not instinct. When I push back on stakeholder requests, I do it with usability test results, not opinions.
Pressure test with real users.
Usability testing isn't a checkbox. It's where assumptions go to die. Task analysis with real users across multiple cohorts. Task time, error rates, comprehension speed measured rigorously. This evidence is what earns stakeholder buy-in for the difficult design decisions.
Design for engineers, not just users.
I own the full design scope. Research to shipped components. Close work with engineering, reusable design system patterns, precise handoff. After launch, I track KPIs. Comprehension speed, error rates, support ticket volume. Then iterate.
“The best products don't just solve a problem, they make sense to the person using them.”