Thank you for taking time to learn more about me. Learn about my process and principles below, for project examples and resume, please get in touch.


I follow a process of understanding, envisioning and iterating.


Every project starts with a goal, a problem to be solved, an understanding of who the customer is and what needs to be created. In this phase there is exploration and defining of what might be.

key methodologies: kick-off meeting, stakeholder interviews, internal document review, ethnographic research, existing data review, journey mapping, Development of the brief, experience design principles, and success metrics.


A cycle between defining and developing what might be until there is insight and alignment of stakeholders on the direction of what the right things to design is, it's where the magic happens.

key methodologies: Brainstorming, Workshops, User Journey Maps, Information Architecture, Sketching, Rapid Prototyping, Mockups, stakeholder feedback.


The final phase is about refining the solution based on feedback and reflection. It's about optimising the intended experience to meet business objectives and user needs.

key methodologies: Rapid Prototyping, design system creation, internal quality assurance testing, customer feedback, KPI tracking and reporting, optimising.


These are my three principles to produce great design

Great design is a team sport

Teams that are aligned on a common goal and that play to each-others strengths, produce the greatest results.

Great design is a superpower

Great design solves necessary problems or enables new abilities. It improves existing ways or innovates through human-centred design practices.

Great design is delightful

At its highest level, great design brings joy and meaning to an experience. It focuses on elevating the mundane, to produce moments of meaning.