My design process

1

Discover

Discovery is about understanding the problem and what’s needed; not just for the business, but also the audience & their needs, the market and competition, stakeholder interests, technical limitations and more.

2

Define

Definition is about designing a solution to the problem, taking insights from discovery into consideration and presenting the solution as a draft specification. This involves user stories, flows, UI design and more.

3

Deliver

Delivery is about building, testing, measuring & iterating a product based on feedback, analytical data and more. It’s also about launching the product, maintaining it and monitoring performance.

Discover

Uncovering the problem space and exploring it from every angle to gather insights

I speak to users, stakeholders and subject matter experts to understand their goals, frustrations and needs. I also study behaviours—both online and off—and review any existing data, research or analytics to build a fuller picture.

This isn’t about jumping to solutions. It’s about asking the right questions, staying curious, and letting the evidence lead. Discovery sets the foundation. Done well, it gives us the clarity and confidence to design what truly matters.

Define

Translating insights into clear, purpose-driven product plans a.k.a specifications

Plans come in many forms, such as mapping out a journey: I create stories that reflect real users’ needs, define how they’ll move through the experience and sketch some ideas for an interface. Each story and flow is a clue, steering us toward a design that is intuitive and meaningful.

I’ll then digitally design the interface, from wireframes to visual polish, building empathy into blueprints. Designing with people in mind makes the final product more than just functional; it makes it human.

Deliver

Building, releasing and monitoring the performance of a product, with a focus on continuous improvement

As the product is being built, I test it with users, gather feedback and review real behaviours through analytics and observation. I’m looking for friction, delight, confusion—anything that tells us how it’s working and where it can improve.

Delivery isn’t just a launch. It’s a loop. I use what we learn to refine and iterate, making sure the product stays relevant and resilient over time. Great design doesn’t stand still—it grows with the people it serves.