APPROACH

Find comfort in ambiguity

No two projects are the same. Rarely have I encountered a one-size-fits-all approach that applies universally in every context. Design is akin to an off-road adventure—at times chaotic, unpredictable, with diverse paths and unexpected surprises. Embracing that ambiguity, and navigating unforeseen twists are all part of the journey where innovation thrives.

Below, I’ve outlined the key principles that form the bedrock of my approach to UX design; a fusion of tried-and-tested techniques, responsive to the unique landscape of each assignment's demands

Understand deeply

I always start by digging into the problem, understanding context, and diving into research. It's about uncovering what stakeholders and users truly need and where the gaps lie. A good project brief is instrumental here.

Set clear goals

It’s important to work with stakeholders to set crystal-clear, or at least somewhat tangible, goals and metrics. This guides our path and helps us stay on track. If we don’t know what we’re aiming for, how will we know when we get there?

Design iteratively

It’s no secret that I love a whiteboard. Particularly, when everyone can join in, and ideas can be shared openly and without judgment.

For me, it’s the fastest way to get to an initial prototyped happy path, that we can review, build on and adapt.

Test & learn

I'm big on user testing. Whatever the project time constraints, there’s a way to put our ideas in front of real users, gather feedback, and make tweaks.

A huge component of this step is stakeholder engagement. Making sure everyone can see for themselves what worked and what didn’t.

Team harmony

Collaboration is essential. I ensure everyone understands each other, shares ideas openly, and works well together.

GROW & ADAPT &

GROW & ADAPT &

A growth mindset is key. In all I do, I try to adopt an openness and flexibility in my approach; I'm always ready to adapt based on feedback or changes in the project landscape. It’s important not to be wedded to a single idea or point of view - I let data be my guide.