How do you work? What is your process?
The answer may seem simple, but in practice, it's more complex. While every project is unique, one principle remains constant: Content drives the design.
If design is about solving problems, then content sets the foundation. Business goals, market and user research, customer needs, brand, and messaging all guide the work.
I consider myself a true design generalist, with experience spanning print, digital, motion, research, and testing. This broad range makes my process inherently flexible and fluid. For clarity, I've distilled it into five core stages:
➡️ Discover: Research, learning, and information gathering
➡️ Define: Strategy, concept development, and planning
➡️ Design: Aesthetics, form, and interface design
➡️ Develop: Coding, prototyping, and production
➡️ Deliver: Launch, publication, or print distribution
However, my design process isn’t always linear. It’s continuous cycles of exploration and refinement. At every stage, I revisit decisions to make sure they align with both user needs and business goals. Since no two projects are alike, the depth and order of these steps may shift. Sometimes I loop back, other times I fast-track when clarity is already established.
Whether I’m creating a billboard ad, a B2B app, or a C-level preso, the core process remains the same. The guiding question is always: “What does this accomplish for the user, and how does it serve the business?”
User experience beyond screens
My foundation is grounded in traditional graphic design. Think of logos, corporate communications, and all things print. Over time, I expanded into web design and development, motion graphics, and eventually the art of presentations and storytelling (in the style of Nancy Duarte.)
My journey into UX design was a natural evolution. My curiosity grew from focusing on visuals to building systems, creating narratives, and shaping entire experiences. It was a progression rooted in my constant focus on user needs and business goals. This naturally led me to a broader understanding of user experience.
I believe starting in print makes you a stronger designer because it forces you to think beyond fixed screen dimensions. Print teaches you to design for tangibility. It forces you to consider how a piece feels, its scale, and its angles and dimensionality. It engages all of the senses, making you consider how design lives and interacts in the physical world, not just a virtual one.
This is why I believe framing UX as solely a digital discipline is a narrow view. User experience applies to every medium. Think about how someone opens product packaging, flips through a brochure, or watches a presenter and slides play out. Those moments are as much UX as tapping through an app.
Consider another example: Zipper pulls. They're often overlooked and considered mundane. As an avid snowboarder and skier, I've owned countless jackets and helmets with sleek, tiny pulls that look great but are impossible to use with gloves on. Removing your gloves in freezing conditions just to zip up is a terrible user experience. The simple solution of a slightly larger pull is UX in action. It's a perfect example of a design detail that elevates a physical interaction.
Ultimately, great design in any medium elevates both the brand and the user's experience. This is the core of good design — and good business. If this resonates with you, let's talk.