I care about getting digital experiences right. Not just visually, but strategically and organisationally.

Good UX starts with the right questions.

Understanding the problem we are actually trying to solve is the most important thing to me. Not the symptoms, not the assumed solution, but the underlying problem, for whom it exists, and why it matters. That means talking to users, yes, but also understanding the business context, the organisational dynamics, and the constraints the team is working within. In my experience, the best design decisions rarely come from a clever idea. They come from taking the time to ask the right questions first.

My approach is context-driven. There is no fixed process I apply to every project, because no two projects are the same. What stays consistent is a commitment to grounding decisions in insight rather than assumption, and to making sure the work connects back to something that actually matters.

I work best at the intersection of strategy and craft. I care about the big picture, but I also care about getting the details right, because that is usually where trust is won or lost.

Collaboration is not a step in my process. It is how I work. I spend a lot of time aligning across product, engineering, and business, not because it is required, but because the best outcomes come from shared understanding.