My design process begins with a deep dive into data sources such as Google Analytics, Mixpanel, Salesforce, Hotjar and other relevant tools to analyze user behavior and trends. This data informs the strategic direction for the project. When existing data is limited, I advocate for comprehensive user research to gather critical insights on customer needs, user behaviors, and key target personas. This approach ensures that every design decision is rooted in a solid understanding of user needs and business goals, driving impactful product experiences.
As a goal-oriented designer, I rely on the SMART framework to drive clarity and alignment across teams. In my experience, setting clear, measurable goals is crucial for both guiding the design process and fostering effective collaboration. Equally important is ensuring these goals are communicated successfully, so stakeholders are aligned and committed. I prioritize making sure all parties speak a common language, ensuring that everyone understands and is fully invested in the objectives, leading to a unified approach and stronger project outcomes.
My approach to design is deeply rooted in a systematic methodology that predates the modern concept of design systems in product design. Initially, I began my career in branding and art direction, where I created comprehensive style guides, design manuals, and brand guidelines for organizations. Today, I manage and scale design systems, ensuring consistency and efficiency across all touchpoints. I stay at the forefront of the latest trends in token management and governance models, while leveraging my extensive expertise in visual design and aesthetics to create seamless, high-quality user experiences that are aligned with development requirements.
As a Design Lead, one of my key responsibilities is to optimize team collaboration while effectively engaging and serving stakeholders across the organization. This involves identifying the most suitable tools and designing tailored frameworks that align with the specific needs of the project. I ensure these frameworks are seamlessly integrated into our workflow and take an active role in educating team members and stakeholders on the value of these improvements, driving efficiency and fostering alignment across all parties involved.
I am committed to ensuring that my work delivers positive, measurable impact. I find great satisfaction in projects that not only improve users' lives but also contribute to the broader world, such as the web game I designed for young drivers with Johanniter and UPS. While my recent work has primarily focused on driving business impact, I am passionate about projects that also contribute to urban, cultural, and social causes or address critical issues like climate change. For example, in my role as Lead Brand and Product Designer at Planted, I was able to align my design expertise with efforts to create a more sustainable future.
