How I turn complex problems into clear experiences.
A repeatable, flexible framework built around discovery, alignment, and delivery. Adapted to fit the team, the timeline, and the problem.
Six phases. One coherent thread.
Every project is different — but the underlying logic stays consistent. I move from ambiguity to clarity through structured exploration, not guesswork.
Discover & Understand
Before touching a pixel, I invest deeply in understanding the problem. This means stakeholder interviews, user research, competitive analysis, and contextual inquiry. I'm looking for the gap between what exists and what people actually need.
Define & Frame
Research becomes direction. I synthesise findings into a clear problem definition, align teams around shared goals, and establish success criteria before any design work begins. This phase prevents scope creep and keeps the team honest.
Ideate & Explore
With the problem clearly framed, I explore broadly before narrowing. Sketches, flows, and divergent thinking exercises help surface unexpected directions. I involve the team early to build shared ownership of the solution.
Design & Build
The divergent phase converges into tangible design. I work in Figma, moving from wireframes through to high-fidelity UI. Design systems thinking is embedded from the start — not bolted on at the end. Every decision is traceable to a user or business need.
Test & Validate
Designs get stress-tested with real users before they reach engineering. I run usability tests, gather structured feedback, and iterate quickly. Validation isn't a checkpoint — it's a continuous thread throughout the process.
Deliver & Measure
Handoff is not the end. I work closely with engineering to ensure implementation fidelity, document edge cases, and define what good looks like post-launch. I track design's contribution to the metrics defined in phase two.
What shapes the work at every step.
Speed without skipping steps
Agility matters, but the right steps done quickly beat the wrong steps done fast. I move fast where speed is safe and slow where precision matters.
Teams make better decisions
Design works best when it's a shared practice, not a handed-over artifact. I bring stakeholders in early and often to build alignment along the way.
Measure what matters
Design outcomes should be tied to business outcomes. I define metrics before designing and use them to assess whether the solution actually worked.
Systems over screens
Individual screens are the output, not the product. I design the system first — the logic, the structure, the rules — and the screens follow naturally.
Clarity over cleverness
Elegant solutions are ones users don't have to think about. I prioritise clarity at every touchpoint — in the design itself and in how I communicate it.
Accessibility is not optional
Inclusive design is good design. I build accessibility into the process from the start — not as an afterthought or a compliance checkbox.
Let's build something meaningful.
If this approach resonates and you have a problem worth solving, I'd love to hear about it.