As a designer and leader, I view design as an ongoing process. It’s a cycle of learning, creating, testing, and improving. It involves understanding people, addressing the right issues, and finding solutions that truly benefit users and lines of business.

This is my approach to tackling critical problems and leading teams towards meaningful change:

Start with Curiosity
I begin by asking the proper questions and listening closely. I seek out opinions from users, stakeholders, and data sources throughout the organization. My goal is to truly understand the needs, behaviors, and context of individuals and stakeholders. These initial insights lay the groundwork for thoughtful, user-centered design.

Uncover What Matters
Deep thinking can help us view a problem from a new perspective. I explore research and data to find patterns and opportunities across the entire user experience. This helps guide the team in the right direction—not just addressing individual issues but creating more connected and valuable experiences.

Bring Ideas to Life
I prefer to show ideas and not just tell the approach. I create quick, low-risk prototypes to bring ideas to life early, making them easy to explore and discuss. Grounding storytelling in research helps me link design choices to user needs and business objectives. I focus on straightforward, high-impact solutions that minimize friction and provide clear value.

Test, Learn, and Refine
User feedback at every stage is vital. I encourage teams to test often, not just the simple paths but also the more important ones that influence long-term engagement. I allow for iteration, fully aware that great design often emerges from refining, simplifying, and sometimes starting from scratch.

Deliver with Craft and Collaboration
I stay closely involved with engineering, providing precise guidance and hands-on support during development. I help teams balance design excellence with practical trade-offs, ensuring the finished product aligns with the design vision and works well for users.

Continuous Improvements
Launching a product is just the start. I observe how customers use the product in real life, a big advocate of contextual inquiry, paying attention to what works and what doesn’t. I use these insights to enhance the experience, always ready to eliminate features that add unnecessary complexity or do not provide any value to customers and businesses

Lead with Innovation and Openness
Innovation happens when teams feel free to experiment, ask questions, and try new ideas fearlessly. I support a culture of curiosity, creative thinking, and thoughtful experimentation. I keep an eye on emerging markets, customer expectations, and new technologies so teams can design not just for today, but for the future.

Read about my approach to Leadership, Design Thinking, and Working Together.