My process - How I work
Over time, I've developed a practical, human-centered approach to product design that I bring to every team I work with. It's informed by proven design principles, but shaped by real-world experience from shipping products, collaborating across disciplines, and adapting to constraints. This approach has consistently helped teams gain clarity, align around the right problems, and deliver better outcomes.
Empathize
What I do: I start by putting myself in the shoes of the people I’m designing for. I engage with them through interviews, shadow their daily routines, or observe their behavior to understand their needs, frustrations, and emotions. I let go of my assumptions and focus on truly listening and learning.
What I get: This phase gives me a deep understanding of the problem from the user’s perspective, which helps me connect emotionally to their experiences.
Included in this phase
- In-depth questionnaires
- Survey studies
- Contextual Inquiry
- Journey/Empathy Mapping
Define
What I do: After gathering insights, I synthesize everything I’ve learned. I analyze patterns, pinpoint recurring issues, and create a clear problem statement. To make it actionable, I usually frame it as a challenge, like “How might we help...?” This gives me a clear direction for the next steps.
What I get: A precise, user-centered problem to solve. It keeps me focused on creating a meaningful impact for the people I’m designing for.
Included in this phase
- User Story Mapping
- Product Requirements Document (PRD)
- Point of View (POV) Statements
- Affinity Diagraming
Ideate
What I do: Here’s where I let my creativity run wild. I brainstorm as many ideas as I can, aiming for quantity over perfection. I explore crazy, ambitious solutions alongside practical ones. With my team, I refine the ideas into a shortlist by evaluating which ones are feasible and impactful.
What I get: A selection of promising ideas that I’m excited to test and explore further.
Included in this phase
- Brainstorming Sessions
- Post-it Voting
- Wireframing
Prototype
What I do: I take the best ideas and bring them to life—quickly and cheaply. I might build a rough concept, or create a testable wireframe. My focus is to create something tangible that I can test on anyone and improve.
What I get: A precise, user-centered problem to solve. It keeps me focused on creating a meaningful impact for the people I’m designing for.
Included in this phase
- Rapid Prototyping
- Define Testing Opportunities
- Wireframing
Test
What I do: I share my prototypes with real users and watch how they interact with them. I ask questions, listen to their feedback, and observe what works and what doesn’t. Sometimes, their feedback surprises me and sends me back to rethink my approach.
What I get: Valuable insights that guide me in refining my solution. It’s a cycle of learning and improving, and I know it’s bringing me closer to a design that truly works.
Included in this phase
- Usability Testing
- A/B Testing
- Feedback Sessions
Don Norman's - Human-Centered Design Thinking
Don Norman has famously outline 4 fundamental principles of Human-Centered Design and application.
- People-Centered Focus. Design should revolve around understanding the needs, contexts, and experiences of individuals. The goal is to create solutions that are usable, intuitive, and meaningful for people in their environments. Because these aren't as much of a process as the 5 stages of
- Understand and Solve the Right Problems. Effective design tackles the root causes rather than just symptoms. By identifying and addressing fundamental issues, designers can create sustainable and impactful solutions, avoiding the recurrence of superficial problems.
- Systems Thinking. Recognize that every solution exists within a complex system of interconnected components. Designing with an awareness of these relationships ensures that solutions fit seamlessly into larger ecosystems without unintended negative consequences.
- Iterative and Simple Interventions. Instead of rushing to comprehensive solutions, start with small, iterative steps. Prototyping and testing help refine ideas, ensuring they meet the real needs of users. This approach builds better outcomes over time through continuous learning and improvement.