ABOUT
Designer grounded in real research and visual sensitivity.
Designer grounded in real research and visual sensitivity.
MY STORY
GOOD DESIGN ISN'T IMPROVISED — IT'S BUILT WITH TIME, JUDGEMENT AND MANY ITERATIONS.
I learned that designing well means being involved in every decision, questioning every detail, and never settling until it actually works for the people who will use it.
FIGMA
Interface design and prototyping
ADOBE
Photoshop · Illustrator · Premiere
UX/UI
Research · Testing · Architecture
IA
AI-augmented workflows
HOW I WORK
My design process, from start to finish.
My design process, from start to finish.
1. RESEARCH & DISCOVERY
I start by finding a real problem worth solving. Before touching Figma, I build the full research foundation: problem statement, research questions, hypotheses, benchmarking, SWOT and competitive differentiation. Then I go to the source — surveys and interviews — to validate whether the problem I identified actually exists for real people.
1. RESEARCH & DISCOVERY
I start by finding a real problem worth solving. Before touching Figma, I build the full research foundation: problem statement, research questions, hypotheses, benchmarking, SWOT and competitive differentiation. Then I go to the source — surveys and interviews — to validate whether the problem I identified actually exists for real people.
1. RESEARCH & DISCOVERY
I start by finding a real problem worth solving. Before touching Figma, I build the full research foundation: problem statement, research questions, hypotheses, benchmarking, SWOT and competitive differentiation. Then I go to the source — surveys and interviews — to validate whether the problem I identified actually exists for real people.
2. DEFINE & SYNTHESISE
I organise everything I've gathered into research profiles and a full summary before drawing any conclusions. From there I build the tools that turn data into direction: user personas, journey maps, JTBD, empathy maps, affinity maps and insights. The phase ends when I have clear HMW questions to design from.
2. DEFINE & SYNTHESISE
I organise everything I've gathered into research profiles and a full summary before drawing any conclusions. From there I build the tools that turn data into direction: user personas, journey maps, JTBD, empathy maps, affinity maps and insights. The phase ends when I have clear HMW questions to design from.
2. DEFINE & SYNTHESISE
I organise everything I've gathered into research profiles and a full summary before drawing any conclusions. From there I build the tools that turn data into direction: user personas, journey maps, JTBD, empathy maps, affinity maps and insights. The phase ends when I have clear HMW questions to design from.
3. DESIGN & ITERATION
I start by designing one key screen at high fidelity. That first screen defines the visual language of the entire project. From it I build the design system, then I work back through low and mid fidelity before returning to high. Nothing gets prototyped until every screen is resolved — I prototype to test, not to explore.
3. DESIGN & ITERATION
I start by designing one key screen at high fidelity. That first screen defines the visual language of the entire project. From it I build the design system, then I work back through low and mid fidelity before returning to high. Nothing gets prototyped until every screen is resolved — I prototype to test, not to explore.
3. DESIGN & ITERATION
I start by designing one key screen at high fidelity. That first screen defines the visual language of the entire project. From it I build the design system, then I work back through low and mid fidelity before returning to high. Nothing gets prototyped until every screen is resolved — I prototype to test, not to explore.
4. VALIDATION
I test with real users using defined tasks and clear success criteria. If something fails, I go back and solve it properly. Design doesn't end at delivery — it ends when it actually works for the people using it.
4. VALIDATION
I test with real users using defined tasks and clear success criteria. If something fails, I go back and solve it properly. Design doesn't end at delivery — it ends when it actually works for the people using it.
4. VALIDATION
I test with real users using defined tasks and clear success criteria. If something fails, I go back and solve it properly. Design doesn't end at delivery — it ends when it actually works for the people using it.
EDUCATION & CERTIFICATIONS
Formal education and certifications that underpin my practice as a designer.
Formal education and certifications that underpin my practice as a designer.