What does design mean to you?

 Empathy. Empowerment. Inclusivity. Dignity. Diversity.

What’s it like to work with you?

Perfectly imperfect.

No jargon. No mystery. No meetings about meetings. No guesswork.

How do you approach new projects?

I begin all projects with a holistic brand development process. This means I begin with strategy to building a comprehensive brand ecosystem (including branding, product design, copywriting)

If your brand already exists, I look at the existing ecosystem and complete an initial assessment.

What do you do?

I craft memorable experiences both in the digital and physical space. In laymen’s terms I help bring new and existing brands to life across key touchpoints:

1. Think It | Strategy

Market Positioning, Research, Customer Journey

2. Design it | Expereince Design

Build, Measure, Learn

3. Brand it. | Brand Identity & Story

What is the difference between a good and great designer?

Good designers create simplicity, great designers habitually question the necessity of every element and eliminate the unnecessary.

Good designers drive inspiration from online resources, great designers can drive inspiration from everywhere- whether it is a walk in the forest or from a conversation with a stranger.

Good designers compete with other designers, great designers compete with themselves.

Good designers spend their time trying to be someone, great designers spend their time trying to do something.

Great designers get married to the problem, not the solution.

What is your mindset?

Do you speak design?

I think design. I am totally committed to design. I love design. And what is mysterious and confusing to others is exactly what I find most exciting.

I am here to make you fall in love with design.

What is the relationship between UX and visual design?

UX Designers focus on product strategy, information architecture, usability, and accessibility. They make sure a website, app, or product's functionality is easy to use and intuitive

Visual designers are responsible for the “look and feel” of a website, app, or product. They’re the ones who add colors, pair typefaces, and set layouts. They bring the design to life and give it a personality. 

What makes for the best collaboration between designers and developers?

I believe the best collaboration between designers and developers is when we are communicating through every stage of the project. When collaboration extends before and after the handoff from design to development. 

Seeking developer feedback at the earliest stages of the project creates efficiencies in the design process. 

What tools do you use? 

Post it for organizing research via affinity diagrams.

Pen and paper for ideation and initial planning.

Figma is my primary tool for wireframing, prototyping, visual design. This tool allows me to go from low fidelity to high fidelity mockups

Invision for prototyping macro interactions.

Google Sheets for organizing information architecture, and UX writing.

Google Drive for collaboration and sharing information with the team

What design blogs do you recommend?

Here is a list of my favourite UX blogs and resources categorized by the type of content they contain: UX Design Blogs & Resources

How do I get in touch?

Shoot me an email!