I mix structure
with creativity
Here's how:
1.
Define the problem
We start by cutting through noise and assumptions to get to the heart of the challenge. This often means reframing the problem before jumping to solutions.
Outputs:
Problem statements and opportunity areas
Experience principles tied to business goals
Clear success metrics and constraints
Result:
A clear, shared brief teams can align around - teams stop debating opinions and start moving in the same direction.
2.
Align on direction
I work closely with stakeholders and delivery teams to translate insight into a clear experience or product direction. This creates alignment early - before costly decisions are locked in.
Outputs:
Customer journeys and service blueprints
Experience strategies and roadmaps
Clear flows and prioritised opportunities
Result:
A visible plan for what to design and why - decision-making becomes faster, clearer, and more confident.
3.
Design for real use
This is where strategy becomes tangible. I move hands-on into service design, UX, and UI to design experiences that are intuitive, feasible, and grounded in real user behaviour.
Outputs:
UX flows and wireframes
High-fidelity UI and interaction design
Design systems or component libraries
Result:
Designs teams can actually build and ship - teams spend less time interpreting intent and more time delivering value.
4.
Iterate with intent
I work iteratively and pragmatically — testing, refining, and adjusting based on feedback, data, and real-world constraints. I stay close enough to delivery to keep momentum high.
Outputs:
Refined designs based on testing or feedback
Clear handover artefacts for build teams
Design decisions documented for future work
Result:
Progress that doesn’t stall after handover - work continues to evolve instead of getting stuck or diluted.
