i don’t start with visuals.

i start by understanding what’s happening: with users, with the business and with the constraints around them. i listen, test assumptions, argue with messy realities and only then do ideas turn into screens.

i enjoy working on things people rely on regularly just as much as solving harder, less comfortable problems. both require the same mindset:

clear thinking, honest trade-offs and decisions grounded in reality.

i wind back when problems are poorly framed.

not to seem difficult, but because “making it nicer” rarely makes it better.

i work through discovery, research and iteration. i treat design as part of the product, not a final layer.

i don’t use Lorem Ipsum.

i care about meaning, not decoration.

design ends for me when people understand what to do, feel in control and can move on with their day.