I design using the double diamond

My process is grounded in the Double Diamond framework — a balance of exploration and focus, powered by collaboration at every phase:

• Discover – Research users, system behavior, and internal business needs
• Define – Clarify the real problems — not just feature requests
• Ideate – Brainstorm possibilities, challenge assumptions, and map potential directions
• Design (Develop) – Explore multiple paths forward, create low-to-high fidelity concepts
• Deliver – Ship with intention, and iterate with discipline

This structure is especially powerful in enterprise and AI-driven design, where both ambiguity and constraints are high

Designing for AI with purpose

AI isn’t a feature — it’s a capability. And like any capability, it needs to be applied with intention. As AI adoption accelerates, I’ve seen many teams prioritize the presence of AI over the purpose it serves. But I believe the real value comes when we ground AI design in user context:

• Understand the workflows, pain points, and goals of real personas
• Identify friction where AI can meaningfully enhance decision-making, reduce effort, or uncover insights
• Inject AI at the right moment — not just because we can, but because it makes the experience better

It’s like CGI in film — when used thoughtfully, it can elevate the story. But when overused or inserted without narrative need, it distracts and dilutes the experience.
AI works the same way. It should amplify the user journey — not compete with it. In enterprise systems, this often means threading AI into existing tools in subtle but powerful ways — supporting, not replacing, human judgment. A well-placed generative answer, a predictive nudge, or an AI-powered summary can transform a task if it’s aligned with what users are actually trying to do.

• Discover – Research users, system behavior, and internal business needs
• Define – Clarify the real problems — not just feature requests
• Ideate – Brainstorm possibilities, challenge assumptions, and map potential directions
• Design (Develop) – Explore multiple paths forward, create low-to-high fidelity concepts
• Deliver – Ship with intention, and iterate with discipline

This structure is especially powerful in enterprise and AI-driven design, where both ambiguity and constraints are high

The work I’m drawn to

I thrive in complex, data-rich environments where design isn’t decoration — it’s how the system breathes. I’m drawn to teams who value clarity, build iteratively, and see design as a partner — not just a delivery function. I don’t just design what’s asked. I help teams uncover what’s worth building, what’s worth rethinking, and what’s worth letting go.