Product design is an iterative process.

Depending on the needs of a project, I find myself seeking understanding and perspective, defining the problem, engaging in collaborative ideation, finding ways to test potential approaches and iterating to arrive at the most effective solutions.

While no two projects are alike, my approach to product design follows the design thinking process.


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
  • Stakeholder Interviews


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 that have been defined in collaboration with others.

  • Structured Brainstorming
  • Sketching
  • Participatory Design
  • Storyboards


I develop a visual or tangible representation that communicates the concepts of the most promising ideas.

  • Sketches
  • Wireframes
  • User Flows
  • Prototypes


I gather insights into how users interact with prototypes to evaluate the design and make improvements.

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