Discovery

I immerse myself in the client’s business and brand to fully understand the context. I work to define the core problem or opportunity, clarify business goals, and help shape hypotheses, desired outcomes, and high-level feature sets. A key part of this process is aligning on success metrics and KPIs.

Common activities and deliverables include:
Stakeholder interviews, metrics analysis, digital maturity assessment, heuristic evaluation, competitive landscape survey and analysis, UX audit/expert review, and the definition of assumptions, hypotheses, outcomes, and high-level features.

Research

I identify target users and seek to understand their behaviors, needs, motivations, and pain points—always working to build empathy. The goal is to uncover where user needs align with business goals to inform meaningful design decisions.

Common activities and deliverables include:
User interviews and observation, qualitative user testing, metrics analysis, implementation and monitoring of data-gathering tools (such as screen recordings, heat maps, scroll maps, click maps, form analytics, and micro-surveys), trend and cultural landscape research, persona development, journey mapping, and feature definition.

Design

I design and redesign with a focus on collaboration and iteration. Prototyping and experimentation are key parts of the process, and I actively involve voices from across teams to tap into collective intelligence and ensure well-rounded solutions.

Common activities and deliverables include:
Collaborative design workshops and brainstorming sessions, sitemaps and taxonomy studies, user flow diagrams, low- and high-fidelity design and prototyping, qualitative user testing, and design validation.

Optimization

Once a product is live, I implement an ongoing program of testing, optimization, and enhancement to continuously improve the user experience and business outcomes.

Common activities and deliverables include:
Metrics analysis, monitoring of data-gathering tools, qualitative user testing, quantitative user testing (e.g., A/B testing), enhancement prioritization, and roadmap/backlog management.