Users are the experts of your product, not you. I employ a user-centered approach to understanding your business and design challenges. Starting with research through to product design, I offer a complete end-to-end design solution.

1. Discover

Understanding your business and users is the first-step to creating useful and efficient design. I dig in to understand your business in three major areas.



First I begin with understanding the vision of key stakeholders and the value proposition for the business. Along with this I strive to understand what solutions the business has currently.


Analyzing competitors and the overall market a business is competing within is important for developing an appropriate design strategy.


Users are the heart of every business. Understanding how their needs and process requirements compete with business requirements is critical.

2. Define

I draw insights and connections based on collected research, analytics, and an overall understanding of the business and users.



I analyze the information acquired during the discovery phase, organizing and making inferences that help the design project succeed.

Problem Statement

I help you understand which key performance indicators can be addressed via design solutions.

Information Architecture

I strategically map out how new functionality will integrate or change the application’s current navigation and page structures.

3. Ideate

It’s all about translating high-level requirements into design artifacts and visual designs that make an impact.



After gaining an understanding of the problem, I utilize rapid ideation methods to quickly generate ideas and solutions for the defined problem.


I utilize an iterative process to develop low-fidelity sketches and wireframes in order to quickly explore ideas and workflows.


I create a lightweight testable implementation of the application allowing design assumptions and workflows to be tested with real users.

Visual Design

I bring the initial designs to life by incorporating the brand's color scheme, iconography, and additional visual embellishments to aide users’ comprehension.

4. Measure

Just as important as understanding the needs and requirements is measuring goals and outcomes. I utilize the principles of the Google HEART framework as a systemic approach to measuring UX effectiveness.



I utilize surveys, ratings, and reviews to measure happiness of users and stakeholders.


Number of visits, session length and actions taken are key indicators of users’ engagement levels.


I measure adoption by tracking the number of users completing intake or using new features.


The number of users that continue to use an application versus the number of users that discontinue use allows me to measure retention rates.

Task Success

I measure task success by determining if a user has been able to complete their job with ease and efficiency.

Let’s work together.

Have a design issue or upcoming project you need help with? Contact me so we can discuss some solutions.

Let’s talk