Design is bigger than just designing.

Design is most powerful when it helps frame the problem, not just execute solutions. I use hypothesis-driven design to connect business goals, user needs, and constraints early. That way, the teams are aligned before pixels are pushed. This approach reduces waste, sharpens prioritization, and increases the likelihood of meaningful impact.

Good design starts with understanding choices: what people notice, what they trust, what gives them confidence to act. By grounding design in cognitive science, behavioral patterns, and real-world context, I lead the team to focus on shaping decisions, not just improving usability. This leads to products that feel intuitive, credible, and easier to adopt.

The most challenging problems reside at the intersection of incentives, systems, and people. I act as a translator across disciplines, helping teams speak a shared language, make better tradeoffs, and move forward with clarity. When alignment is strong, products scale more gracefully and teams move with confidence.