Product design is an iterative process.

It engages at different times a variety of mindsets, including intuitive, analytical, critical and creative. A holistic approach is needed for any project I work on — grounding myself in understanding and perspective, defining the problem, engaging in collaborative ideation, finding ways to test multiple ideas and iterating — to arrive at the most effective solutions.

While no two projects are alike and different tools may be required at different times depending on the circumstances, my approach to product design follows a fairly straightforward cycle.


I do research to gain a better understanding of the problem space. I learn about the business goals, the stakeholders, the product, the market, and most importantly the experience of the USER.

  • User Interviews
  • Surveys
  • Analytics
  • Heuristic Evaluations
  • User Support Logs
  • Market Research
  • Competitive Analyses
  • Stakeholder Interviews


Pulling together what I've learned, I model representative experiences, tasks and mindsets to articulate the users' goals, and define and frame the problem.

  • Personas
  • Mind Maps
  • Wants & Needs Analysis
  • Empathy Maps
  • Experience Maps
  • User Journeys


I generate solutions to address the problems I've defined. Collaboration is essential to any ideation process, whether through team brainstorming or engaging in participatory design with stakeholders and users.

  • Structured Brainstorming
  • Concept Organization
  • Sketching
  • Ideation Workshops
  • Problem Framing
  • Storyboards


I develop a visual or tangible MVP that communicates the concepts of the most promising ideas. Prototypes can be low, medium, or high fidelity depending on the need and can be used to get feedback from stakeholders and test with users.

  • Sketches
  • Wireframes
  • Rapid Prototyping
  • HTML Prototypes
  • User Flows
  • Site Maps
  • Paper Prototypes
  • Visual Mockups


Gathering insights into how users interact with the prototype drives the iterative process. I re-evaluate the design and make improvements, generating even more concepts for an improved design.

  • Usability Testing
  • A/B Testing
  • Card Sorting
  • Guerilla Testing