To me, nothing is more important than getting to know my target audience. How they are using the product is critical to eliminating guesswork and ensures I’m actually solving for their needs.

I get to know my audience by leveraging user demographics, card sorting, Google analytics and back-feed data, customer surveys, interviews, usability testing, and reviewing support issues.

After investigating the problem and uncovering valuable insights…

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Difficult problems are nothing more than disguised opportunities. The perspective gained during discovery helps inform my exploration. I rely on a combination of experience, best practices, and imagination to try new things in order to fail fast and learn.

Concepts begin to take shape using sketches, whiteboarding, storyboarding, wireframes, workflow diagrams, and depth charts.

Once I have come up with some concepts it’s time to…

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It’s one thing to have an idea, but it’s something else entirely for that idea to be successful. I believe in upfront quick testing to help me learn more and design better solutions for everyone! Using workflow testing, sketches, and interviews I’m able to quickly learn what falls short by comparing results against expectations.

With proven concepts in hand, it’s time to…

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A good interface is one that doesn’t require explanation. It allows key information and actions to have a more prominent role, which will influence behavior and provide more focus on goals rather than structure.

I’m able to achieve this by incorporating white space, contrast, meaningful use of color, type and scale, grouping information, alignment and proximity, emotional design, and best practices for accessibility.

As designs come into focus it’s time for…

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By now, I know the underlying behavior is an improvement, but it’s also important to quantify the psychological and emotional effects of the visual design. This calls for another round of testing!

This time instead of testing workflows and wireframes, it’s time to test real designs and interactive prototypes that are as close as possible to the final product using 5 second, A/B, multivariate, label, memory, recall, and user testing.

Several iterations and tests later, it’s time to…

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I’m all about focusing teams on qualified designs that eliminate uncertainties in both schedule and scope. It leads to less waste and teams that can concentrate on their expertise. As a product designer, it’s important that my deliverables be clear and easy to understand while ensuring the final results match the expected behavior. After all, the final product needs to closely match the designs!

I approach deliverables as an important piece of design. They must quickly communicate sizes, spacing, typography, icons, images, states, and complex behavioral notes. All of these pieces come together and allow teams to provide accurate products in concrete schedules.

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Now that you’ve read about the process, browse the sections in the navigation bar to see examples of my work!