It all starts with listening. By asking open questions, I uncover what's known, what's assumed, and what's uncertain. I guide stakeholders and teams through a collaborative process to define goals and clarify what success truly looks like.

I research everything related — and some things that aren't. Exploring deeply, inside and outside the category, I seek to understand the landscape, the people, and their pain points. Through interviews and experience mapping, I look for patterns that reveal what really matters.

I bring clarity to ambiguity. Synthesizing what I've learned, I focus the problem into a clear, actionable definition. Personas, mindsets, and insights form the foundation for design that's intentional, human, and meaningful.

This is where ideas run free. I lead collaborative workshops that invite both the working team and stakeholders to explore without limits — thinking laterally, dreaming boldly, and embracing the weird. It's often the unexpected ideas that become the most powerful, stretching beyond what seems immediately possible.

Here, ideas take shape. I evaluate and select concepts based on project goals and the defined problem. I prototype, design, and refine with care — balancing precision, beauty, and purpose. Details matter. Every choice serves intent. The aim isn't perfection, but excellent craft that uncovers novel solutions and moves users forward.

I test for desirability, usability, and viability. Through interviews and observation, I listen to how people engage and feel. Success isn't measured by performance alone, but by connection — by how it resonates. I read between the lines, distilling insights into clear, next steps.

Design is never finished. I refine, rebuild, and push further — always chasing the idea that goes beyond the expected. Each iteration brings the work closer to something simple, honest, and true.