My design process
Empathize
Research users through interviews, shadowing, and journey mapping to understand real needs and pain points.
Define
Synthesise findings into a clear problem statement and success metrics that align business and user goals.
Ideate
Generate a wide solution space through sketching, co-design workshops, and rapid concept exploration.
Prototype
Build low to high-fidelity prototypes in Figma to make ideas tangible and testable before any dev effort.
Test & Iterate
Validate with real users, measure against success metrics, and refine until the experience feels inevitable.