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how i think

I design beyond screens.
I think about behavior, systems, and how people actually experience products over time.
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My work sits somewhere between product design, storytelling, and controlled chaos.
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core principles

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i look for behavior, not just answers

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People will tell you what they think.
They’ll show you something completely different.
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I focus on what users actually do.
Where they hesitate, skip, or drop off.
Research and observation. 
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This shows up in how I run interviews, testing, and early product validation.
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i design systems, not just screens

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A single screen can solve a moment.
A system shapes what happens next.
 
I think about flows, feedback loops, and how experiences evolve over time. Not just what’s in front of the user.
Onboarding flow for ether
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preventative action model
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story is a tool, not decoration

Story helps people understand what something is, what to do, and why it matters. It also creates a sticky behavior while connecting with the user.
 
I use narrative to guide behavior and make complex ideas feel intuitive. Sometimes even fun.
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i use friction intentionally

Not everything should be seamless.
I remove friction when speed and clarity matter.
I add friction when trust, reflection, or decision-making matter.
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This can be important in games as well as AI experiences where users need to evaluate and act on information.
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i design for real contexts, not ideal ones

People are distracted. Busy. Unsure. Sometimes skeptical. Perhaps even a little freaked out.

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how this shows up in my work

this shows up in how i - 
  1. structure onboarding experiences
  2. design AI interactions that require trust
  3. build systems that evolve over time
  4. balance clarity with play
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research (but not in a lab coat)

My process is grounded in research, but let's face it - there is no ideal scenario or budget - timelines are bonkers and product environments are messy.

  • generative interviews

  • concept testing

  • behavioral observation

  • scrappy validation

  • working with real users early

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At the end of the day, I’m trying to make things that people understand quickly, trust over time, and maybe even enjoy using. We are all busy and could use a small break even if that break is just a sweet intuitive product design.

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