I approach every problem from first principles.  I start by understanding what users actually need, what constraints we have, and which metrics really matter.  True alignment only happens when design, product, engineering and growth teams all define success the same way.

I design both the user-facing journey and the backstage systems that deliver it. That means mapping frictionless interactions end-to-end while architecting the processes, tooling, and handoffs that keep the experience coherent across channels and sustainable at scale.

I translate user insights and business constraints into opinionated design decisions, then validate them fast.  Every interaction, flow, and piece of copy is a testable hypothesis.  I ship quickly, measure what matters, and iterate based on real-world data.

In the consumer world, polish is the price of entry and trust is built in micro-moments—the right word in an error state, a smooth loading transition, accessible interactions. I obsess over the small moments that make an experience feel effortless and human.