STRATEGY

Every project is different, so I always tailor my design approach to fit the specific needs and context. With a generalist background and senior experience, I’m comfortable leading end-to-end. From research and strategy to hands-on design and delivery.

To keep things clear for stakeholders, I often use the Double Diamond framework to map out the process:

• Discover: Explore the problem space, gather insights, and understand user needs.

• Define: Synthesize findings to pinpoint the core challenge and set clear objectives.

• Develop: Ideate, prototype, and test solutions, balancing creativity with practical constraints.

• Deliver: Refine, launch, and iterate based on feedback, ensuring the solution meets business and user goals.

This model makes the process transparent and collaborative, helping teams align quickly and make informed decisions.

Over the years, I’ve become increasingly involved in strategic discussions, using design as a bridge between business needs and user experience. This holistic perspective allows me to contribute not just visually, but also at the strategic level, ensuring design decisions drive real impact.