I conduct thorough research into the company, its products and solutions, and the industry landscape. This includes understanding user personas, their jobs-to-be-done (JTBD), and identifying broader challenges and opportunities within the project.

I engage stakeholders and users in structured conversations that uncover their motivations, behaviours, pain points, and goals, ensuring a clear understanding of their needs.

I interpret and synthesise research findings, identifying key trends and actionable insights that validate the core problem and inform the strategic direction of the project.

Using insights from the research phase, I create detailed solutions, including information architecture, sitemaps, and user flows, tailored to each platform's requirements.

With a clear plan in place, I develop initial design concepts, refining them through iterative cycles. I primarily use Figma to create wireframes and prototypes, and, when feasible, I build HTML prototypes to support higher-fidelity testing and functionality validation.

I rigorously test designs with real users, observing their interactions and gathering feedback. This iterative process allows me to refine and optimise the experience, ensuring it meets user needs and aligns with project goals.