Every project begins with clarity.
I ask the questions others avoid:
Why are we building this? Who is it for? What behavior must change?I uncover the real constraints, human, technical, and organizational, and define success in terms of both business impact and user outcomes.
User research & ethnography
Stakeholder alignment
Behavioral mapping
Market & competitive analysis
KPI definition
System flows & problem framing
I design with teams, not in isolation.
Workshopping ideas with product, engineering, and business reveals smarter solutions faster.From napkin sketches to Figma prototypes, I transform complex requirements into human-centered flows and interfaces — always grounded in feasibility and value.
Ideation workshops
UX flows & information architecture
Wireframing → high-fidelity prototypes
Design systems
Cross-functional reviews
Ideas mean nothing until they’re tested.
I validate assumptions with real users and real data — qualitative, quantitative, or both.This is where product intuition meets evidence.
My focus: ensuring the solution changes behavior, moves metrics, and actually works in the wild.
Moderated/unmoderated user testing
Data-informed iteration
A/B testing
KPI tracking
Developer handoff & QA support
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