Design Approach
My process follows the Double Diamond structure — explore, then focus; open up to ideas, then narrow down to what works. Inside every stage, I use a Design Thinking mindset: empathy, prototyping, testing, iteration. But the structure is just scaffolding. What actually defines my work is how I apply it — adapting tools to the context, balancing speed and clarity, and always digging deeper than the brief.
Most projects look simpler than they really are, and my first job is to find the hidden complexity before it finds us during development.
Most projects look simpler than they really are, and my first job is to find the hidden complexity before it finds us during development.
Discover & Define
I start by understanding how people really work — not just what they say they need. On Document Base, direct questions didn’t surface the real problems because users had normalised painful workarounds. Only deep conversations and workflow observation revealed dozens of undocumented business rules that shaped the entire product architecture.
Jobs-to-be-Done helps me frame what users are actually trying to achieve. On Travelata, JTBD revealed that users weren’t "searching for tours" — they were trying to move from uncertainty to confidence under time pressure. That reframe led directly to the Tour Builder concept.
OOUX translates these insights into objects, states, and relationships — giving the team a shared mental model. On Document Base, this object map became my communication tool: when scope discussions came up, I could point to it and keep conversations precise.
Constraints — compliance, security, performance, roles — get captured early so solutions are realistic from the start. Edge cases are mapped right away, not patched later. And I align with data models and APIs early, so designs match backend realities and acceptance criteria are unambiguous
Jobs-to-be-Done helps me frame what users are actually trying to achieve. On Travelata, JTBD revealed that users weren’t "searching for tours" — they were trying to move from uncertainty to confidence under time pressure. That reframe led directly to the Tour Builder concept.
OOUX translates these insights into objects, states, and relationships — giving the team a shared mental model. On Document Base, this object map became my communication tool: when scope discussions came up, I could point to it and keep conversations precise.
Constraints — compliance, security, performance, roles — get captured early so solutions are realistic from the start. Edge cases are mapped right away, not patched later. And I align with data models and APIs early, so designs match backend realities and acceptance criteria are unambiguous
Develop
Ideas start as sketches and quick flows — multiple directions before committing to one. I don’t wait for pixel-perfect mockups to get feedback.
Low- and mid-fidelity prototypes make concepts tangible. On Travelata, two rounds of testing (internal for technical feasibility, 5 external users for concept validation) confirmed the Tour Builder direction before a single line of production code was written. Each round kills assumptions faster than weeks of internal debate
Low- and mid-fidelity prototypes make concepts tangible. On Travelata, two rounds of testing (internal for technical feasibility, 5 external users for concept validation) confirmed the Tour Builder direction before a single line of production code was written. Each round kills assumptions faster than weeks of internal debate
Deliver
Prototypes expand to cover edge cases, role differences, and full states — moving closer to real product behaviour. Deeper usability sessions with 6−10 users, combined with stakeholder reviews, reveal what still doesn’t work.
The best solution isn’t the ideal one — it’s the best one that can actually ship. On Travelata, legacy code made full parameter sync impossible. I evaluated three approaches and proposed a compromise that delivered 80% of the value at 30% of the technical cost. On Document Base, security constraints shaped the change history feature — I designed it to serve both compliance needs and user transparency.
Final deliverables include refined UI, clear copy, accessibility, responsive behaviour, and success metrics tied to the design — conversion, task completion, time-to-task, satisfaction scores
The best solution isn’t the ideal one — it’s the best one that can actually ship. On Travelata, legacy code made full parameter sync impossible. I evaluated three approaches and proposed a compromise that delivered 80% of the value at 30% of the technical cost. On Document Base, security constraints shaped the change history feature — I designed it to serve both compliance needs and user transparency.
Final deliverables include refined UI, clear copy, accessibility, responsive behaviour, and success metrics tied to the design — conversion, task completion, time-to-task, satisfaction scores
Support & Iterate
Design doesn’t end at handoff. I stay engaged during development to keep the build aligned with the design. After launch, I track KPIs, review feedback, and loop insights back into the backlog.
On Document Base, users needed zero training — they understood the interface immediately. That wasn’t luck; it was the result of iterative testing and clear information architecture built through the previous stages.
When workflows change, I prepare onboarding flows, guides, and communication so adoption is smooth
On Document Base, users needed zero training — they understood the interface immediately. That wasn’t luck; it was the result of iterative testing and clear information architecture built through the previous stages.
When workflows change, I prepare onboarding flows, guides, and communication so adoption is smooth
Leadership & Collaboration
A designer’s impact multiplies through the people around them. At Raiffeisen, I mentor 5 designers through reviews and workshops — resulting in 25% fewer revision cycles. At Burning Buttons, I mentored 2 interns who were later hired full-time.
Alignment with developers, analysts, and stakeholders isn’t a ceremony — it’s continuous. I use frameworks like OOUX and JTBD not just for design but as shared languages that keep cross-functional teams moving in one direction.
The culture I work best in — and actively build — is one of honesty, directness, and mutual respect. In my experience, trust is the single biggest factor in whether a product team ships something great or something mediocre
Alignment with developers, analysts, and stakeholders isn’t a ceremony — it’s continuous. I use frameworks like OOUX and JTBD not just for design but as shared languages that keep cross-functional teams moving in one direction.
The culture I work best in — and actively build — is one of honesty, directness, and mutual respect. In my experience, trust is the single biggest factor in whether a product team ships something great or something mediocre