Product design is an iterative process.

It engages at times a variety of mindsets, including intuitive, analytical, critical and creative. A holistic approach is needed for any project — 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, 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
  • Competitive Analyses
  • Stakeholder Interviews


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

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


I generate solutions to address the problems I've defined. Collaboration is essential to any ideation process, whether with a team or with users.

  • Structured Brainstorming
  • Sketching
  • Participatory Design
  • 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.

  • Sketches
  • Wireframes
  • Rapid Prototyping
  • User Flows
  • Paper Prototypes
  • Visual Mockups


Gathering insights into how users interact with the prototype drives my iterative process. I re-evaluate the design and make improvements.

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