Process

Welcome to my process. This is where psychology, research, and strategy come together to shape experiences that connect people and brands. Each project is different, but the foundation remains the same: a balance of user insight, business goals, and evidence-driven design choices. Explore the three pillars of my approach below.

Approach

Balanced UX & business needs

A successful product requires harmony between user experience design and business objectives. By integrating UX diagnostics early, I ensure solutions are not only usable but also seamless, strengthening both brand recognition and revenue.

Essential benefits of applying UX principles

Avoid unnecessary product features.
Improve usability and customer acceptance.
Incorporate business and marketing goals while catering to user needs.

No two projects are alike

Every project begins with research, uncovering the real needs of users and the business. These insights naturally inform the design strategy, serving as the blueprint for each unique solution. User research and design go hand in hand; one is never excluded from the other.

Understanding

From insight to strategy

Start with a deep understanding of the client’s core problem or need.
Develop a UX strategy as a roadmap that brings solutions to life.
Align business goals with user needs to deliver seamless, impactful experiences.

Clarity across platforms

Create platform-agnostic solutions with no guesswork or communication gaps.
Ensure the strategy is grounded in the client’s business context to set them apart and drive long-term success.
Clearly communicate value to audiences through simple, transparent messaging and intuitive interfaces.

Psychology at the Core

Applying principles of psychology and perception ensures experiences that are not only useful and efficient but also distinct, reinforcing the brand with a signature style.

Evidence

Smartphone usage in context

As of 2024, 97% of Americans own a mobile phone (~280 million users).
85% of these are smartphones.
Ownership remains high across all age groups, though it decreases with age:
Ages 18–49: 97%
Ages 50–64: 89%
Ages 65+: 76%
Sources: ConsumerAffairs | Pew Research Center

The mobile revolution

Before the iPhone, a “connected world” was just a vision, one device linking people to banks, retailers, and each other. The launch of the iPhone turned that vision into reality, fueling a revolution that reshaped how we live, shop, and interact.

Why it matters for UX

Mobile is no longer just another channel. It’s the primary gateway to users.
Businesses reach people through mobile sites, apps, and location-aware services.
A data-driven UX strategy ensures designs aren’t just intuitive but also aligned with how users actually live and connect.