Work that starts with people and ends somewhere useful.
From UX systems and brand identities to content and campaigns, this is a closer look at how I make sense of a problem, work with people and turn ideas into something tangible.
From UX systems and brand identities to content and campaigns, this is a closer look at how I make sense of a problem, work with people and turn ideas into something tangible.
From UX systems and brand identities to content and campaigns, this is a closer look at how I make sense of a problem, work with people and turn ideas into something tangible.
Selected Projects
Selected Projects
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A mix of client work, self-initiated projects and university work.
A mix of client work, self-initiated projects and university work.
How I work
How I work
From open questions to clear, tangible direction.
My process flexes with the project, but the thinking stays consistent: understand the context, frame what matters, explore the wider experience and turn the strongest direction into something tangible.
01
01
01
Understand the context
Understand the context
Understand the context
I start with the brief, the people, the business and the constraints—then look beneath the obvious request to understand what is really getting in the way.
I start with the brief, the people, the business and the constraints— then look beneath the obvious request to understand what is really getting in the way.
I start with the brief, the people, the business and the constraints—then look beneath the obvious request to understand what is really getting in the way.
Research · Context · Questions
Research · Context · Questions
02
02
02
Frame what matters
Frame what matters
Frame what matters
I synthesise patterns, define the opportunity and set principles that keep the work focused, even when the brief is still evolving.
I synthesise patterns, define the opportunity and set principles that keep the work focused, even when the brief is still evolving.
Insights · Journeys · Priorities
Insights · Journeys · Priorities
03
03
03
Explore the system
Explore the system
Explore the system
I develop multiple directions and consider the whole experience: behaviours, content, services and the connections between them.
I develop multiple directions and consider the whole experience: behaviours, content, services and the connections between them.
Concepts · Flows · Systems
Concepts · Flows · Systems
04
04
04
Make, test and refine
Make, test and refine
Make, test and refine
I turn the strongest direction into something tangible, use feedback to challenge it and refine the details until it feels clear and useful.
I turn the strongest direction into something tangible, use feedback to challenge it and refine the details until it feels clear and useful.
Prototypes · Visual design · Iteration
Prototypes · Visual design · Iteration
The process is flexible. The goal is consistent: make the thinking visible and move the work forward.
The process is flexible. The goal is consistent: make the thinking visible and move the work forward.
The process is flexible. The goal is consistent: make the thinking visible and move the work forward.
behind the work
behind the work
Good design usually starts with understanding what people actually need, not just what they asked for.
I’m a multidisciplinary digital designer working across UX/UI, brand, content and customer experience, with a particular interest in how people think, behave and make sense of things.