START TO FINISH
Collect and gather
It’s funny to think about my process as something “formal.” After so many years in this field, much of it feels like second nature. But if I step back, every project for me starts in the same place: with empathy. I begin by gathering as much context as possible — user needs, history, and background details — to define the problems and goals we’re really solving for. That discovery work becomes the foundation of the product.
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From there, ideas start flowing — and no surface is safe. Stickies, notepads, whiteboards… if I have a Sharpie, I’m sketching. Whether I’m leading a brainstorming workshop, facilitating a design squad session, or collaborating with product partners, the goal is always the same: sift through ideas to uncover the golden nuggets and align around a North Star.
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Next comes the design lifecycle: prototype, test, iterate, repeat. The best products come from ongoing feedback loops with real users. It’s easy to get too close to a solution and miss what’s obvious to someone on the outside — stepping back helps us see clearly. Once a product matures, deeper user research and analytics help refine insights and drive continuous improvement.
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At every stage, it comes back to listening, testing, and refining. Empathy at the start, feedback throughout, and iteration always.
Advocate & evangelist
For as long as I’ve been in experience design, I’ve worn the hats of both advocate and evangelist. Early on, we fought to be heard, to prove the value of designing products differently. While UX is now more widely recognized, too often key steps in the process are still dismissed as “optional” or “easy.” Throughout my career, I’ve pushed to show that every step is critical — and that they ultimately lead to more successful products.
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I’ve navigated the waters of compromise to bring multidisciplinary teams together, built strong partnerships with stakeholders, and presented concepts and pitch work to executive leaders. At every level, my goal has been the same: to elevate the role of design, advocate for the user, and demonstrate the business value of thoughtful, human-centered solutions.
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