Product Designer
&
Product Strategist

User-centered, but value first

I care deeply about users — their motivations, pains, and real-world context. But great products don’t succeed on empathy alone. They succeed when user value and business value line up.

So I start by asking: What problem are we really solving, and why does it matter — to the user and to the business?

From there, I design toward the intersection: clear outcomes, measurable impact, and experiences that people actually want to use — and organizations are motivated to sustain.

Flexible process, strong principles

Every team, timeline, and product stage is different — so I keep the process flexible. What doesn’t change are the principles: understand deeply, prototype fast, test assumptions early, iterate with purpose, and keep things simple.

And whenever possible, I try to sell the idea before fully building it — through prototypes, landing pages, pilot programs, or early commitments. If people won’t sign up, click, or pay, it’s usually a signal to learn, adjust, and de-risk before we invest heavily.