PROCESS
My approach to design has evolved through years of hands-on work across product, brand, and digital experiences. It combines human-centered thinking, vision-led ideation, and agile execution—grounded in strong collaboration across cross-functional teams.
I focus on creating environments where teams can move quickly, iterate with purpose, and still make space for thoughtful exploration.
The framework below reflects how I guide teams from discovery through execution.
Design Thinking Methodology
Discover
Understanding the problem
before solving it
Every successful outcome starts with clarity. In this phase, we align on the problem by understanding user needs, business goals, and technical constraints.
Through research, stakeholder collaboration, and exploration, we uncover the right opportunities to pursue—ensuring we’re solving the right problem before moving forward.
Design
Shaping ideas into
thoughtful solutions
With a clear direction, we explore, iterate, and refine solutions. This phase focuses on translating insights into tangible experiences through ideation, prototyping, and system design.
It’s where creativity and structure meet—balancing user needs, business objectives, and design craft to create cohesive and scalable solutions.
Develop
Bringing ideas to life and
learning from them
With a clear direction, we explore, iterate, and refine solutions. This phase focuses on translating insights into tangible experiences through ideation, prototyping, and system design.
It’s where creativity and structure meet—balancing user needs, business objectives, and design craft to create cohesive and scalable solutions.
Leadership
Beyond process: leading teams through the work
Process alone doesn’t create great outcomes—people do.
Throughout my career, I’ve focused on building strong, collaborative teams and creating environments where designers can grow, contribute, and do their best work.
That often means going beyond the work itself. Here are a few examples of practices I’ve used to support growth, creativity, and collaboration across teams.
Creative Individual Development Plans
I reimagined traditional IDPs as a creative exercise—replacing a static tool with visual posters that captured each designer’s growth goals.
By starting with my own, I set the tone for openness and creativity. The result was more meaningful reflection, stronger conversations, and a lasting shift in how the team approached development.
The One Word Project
A voluntary exercise focused on self-awareness and growth. Each person chose one word that reflected how they show up today and one that represented who they want to become.
Through a series of undirected portrait sessions, the process created a more vulnerable and authentic experience—building empathy, trust, and deeper understanding across the team.
Project "Get Inspired"
I introduced this initiative to break patterns in thinking and push teams beyond familiar solutions.
Instead of looking to digital references, teams captured inspiration from everyday life and applied those insights to design challenges. The result was a noticeable shift—more original thinking, broader exploration, and stronger creative output.