I start by understanding the customer, the business, the technology, and the people involved.

Research, analytics, stakeholder conversations, and observation help me identify where the experience breaks down.

I turn messy inputs into a clear problem, opportunity, or hypothesis.

I prototype, workshop, test, and iterate with the people closest to the problem. Cross-functional knowledge gathering.

I use artifacts, storytelling, and prototypes to bring cross-functional teams together around a shared direction.

I look at what happened after launch, what we learned, and where the experience can continue to improve.