“The designer does not begin with some preconceived idea, Rather, the idea is a result of careful study and observation, and the design a product of that idea” -Paul Rand

A proven approach to deliver better experiences.

DISCOVER

To understand people and their challenge, I immerse myself in their world and explore the wider context of the challenge.

DEFINE

Based on the current situation, I define the challenges and opportunities at hand.

DEVELOP

To transform insights into ideas, I explore creatively then analyze and converge on the right ideas.

DELIVER

To make ideas tangible, I build prototypes, test them with users and draw insights to move forward.