Design Process

I start with how people actually work. Moving from front-end engineering into UX, I dug into user workflows and personas, and today I turn 900+ recorded sales calls and live user sessions into product decisions.

I get hands-on to prove ideas fast. An AI-assisted rebuild of a legacy web app compressed a multi-month effort into days, and an internal AI system took go-to-market assets from a multi-day cycle to same day.

Accessibility is part of the spec, not a final check: contrast measured against WCAG, meaning never carried by color alone, and touch targets sized for real hands and real situations.

Measuring what ships matters as much as the initial work leading up to launches. Adoption and engagement analytics, A/B tests and user follow-up shape the next iteration, and every design change traces back to a finding.

Define and Research

I frame the problem with customer evidence before opening Figma, synthesizing sales calls, interviews and competitor reviews into a clear problem and a roadmap priority.

Brainstorm Ideas

I map the experience end to end, then sketch wide and keep only what solves a real pain point.

Design Concepts

Wireframes and prototypes created with AI assistance for the primary flow, reviewed early with users and engineers.

Refine Designs

Usability rounds change the design. A reusable design system keeps each refinement consistent across Product, Sales and Marketing.

Handover to Wizards

PRDs, user stories, and acceptance criteria, plus documentation and working prototypes that guide engineering handoff. When it helps, I dig into the build myself: front end, schema, and data queries.

Evaluate Results

I define success metrics up front and check adoption after launch. A self-serve upload feature cut related support requests 85% over six months; a data cleanup feature held a 79% continuation rate over 90 days.

Product & design

Build & data

Certifications