Approach
Systems over screens. Impact over aesthetics.
Every case study in this portfolio follows the same decision path, because it is how I actually work with teams.
- 01
Signal
Start from evidence: analytics, support tickets, field shadowing, stakeholder interviews or an operational metric that is moving the wrong way.
- 02
Insight
Find the underlying cause, not the symptom. Most enterprise problems are about rules, states and responsibilities, not layout.
- 03
Options
Lay out real alternatives, including doing less. Make the cost of each visible to product and engineering.
- 04
Decision
Choose, and write down why. Decisions are shared with stakeholders so they can be challenged early.
- 05
Trade-off
Name what we gave up. Every good decision makes something harder; hiding it erodes trust.
- 06
Outcome
Measure against a baseline agreed up front, and be honest about what the numbers do and do not show.
Clarity before spectacle
One strong message per view.
Systems over screens
Journeys, components, tokens and service logic designed together.
Accessible by default
Keyboard access, contrast, focus and reduced motion from the start.
Honest evidence
Every metric labelled with what it measures and where it came from.