Design Process

Phase I — Understanding the Problem Space

I begin every project by immersing myself in the problem space, balancing user needs with business goals. Through methods like 1:1 interviews, ethnographic research, and surveys, I explore what users value in existing solutions, what frustrates them, and what they wish could be improved. Beyond simply analyzing data, I scrutinize the behaviors behind it to uncover unique workarounds and unmet needs. I design to make common workflows intuitive and edge cases achievable, ensuring nothing critical gets overlooked.

Collaboration is key to this phase. I document technical, regulatory, and organizational constraints by consulting with engineers, legal teams, and product managers to ensure alignment. This foundation of insights helps me approach design with clarity, focus, and a clear path toward meaningful solutions.

Phase II — Iterative Design & Validation

I approach iteration by creating the appropriate level of fidelity to validate specific questions. For example, mid-fidelity wireframes might test information architecture, while high-fidelity prototypes explore the usability of a complete workflow. The rhythm typically involves sketching, testing, and refining based on feedback.

A concept is ready for validation when it addresses the core problems uncovered in the discovery phase and aligns with the team’s goals and timelines. Validation combines usability testing with real users or design partners, regular feedback from internal stakeholders, and a touch of professional intuition to refine and ensure the solution resonates.

Phase III — Polish & Delight

To me, delight in design is a combination of visual aesthetics, seamless microinteractions, and performance that feels fast and responsive. It’s about crafting details that may only be noticed by a few but collectively elevate the product from average to exceptional. By collaborating closely with engineering, I ensure that the experience feels snappy and intuitive, eliminating friction and frustration.

Polish is about striking the right balance—creating a unique and memorable experience without overcomplicating the product. It transforms a tool users have to use into one they want to use repeatedly.

A great example is the Cloudflare WARP mobile app. When users upgraded to WARP+, we celebrated their purchase with a “warp speed” animation on the completion screen. This not only rewarded users but also reinforced the promise of a faster browsing experience through the UI itself, adding a layer of delight and satisfaction to the experience.