Focus
Build the right product
Products have to create an attraction for real people. Spend time on what matters.
Product Design Philosophy
Collected insights and principles from years of building products. These shape how I approach every design challenge.
Value
Always add value
Value must be proven. More work, change, or progress can be good or bad, but value focuses on real metrics. It helps focus on what matters. Adding value does not require perfection and it insinuates there needs to be a clear increase in value that can be demonstrated at some level in the work.
Simplicity
Keep it simple
Users usually want something very simple. Power users can still benefit from simple features, and they might enjoy it better too!
Simplicity
Simplicity is complicated
There is always a danger when you simplify things which makes good simplicity hard to achieve. Simplicity which enhances usability is worth the effort. Complexity loses engagement.
Strategy
Establish UX Reciprocity
Rely on patterns elsewhere for a mutual benefit. Everything that’s the same should be the same. Save users time by not making them relearn.
Marketing
Marketing is a big deal
There is always a point in product development when marketing becomes the most important, it can truly make or break a product no matter how good.
Brand
Remember who you are
Don’t forget the past when adapting for the future. Don’t lose the essence of what made the business what it is today.
Value
Prioritize user content
No content you create is as valuable as the content a user creates. Users return for their own content.
Collaboration
Work transparently
Early visibility is easier than late presentation.
Collaboration
Listen to others
As designers it is easy to think we have to come up with all the solutions. In reality we don't, most of our solutions will come from others and our job is often simply just to listen and ask the right questions. If we listen and are able to apply the best solutions we hear, we can almost guarantee the outcome to be successful.
Research
Don't assume
Do research and build strong intuition. Builders don’t build a new house with top-bottom split doors just because it could be a nice feature somebody wants. Don’t build software that way either.
Brand
Meet expectations
Users are always benchmarking: faster, easier, cheaper, stronger, nicer, cooler, …. Users form expectations based on their experience with similar kinds of software. Those expectations influence a user’s response to software.
Brand
Be ethical
Putting users best interest first creates loyalty and trust.
Process
Progress over correctness
Iterate to greatness. Balance business goals with craft by shipping continuous improvements and avoiding the perfection trap.— Vercel
Simplicity
Don't distract
Good design is invisible. Keep the user on track by removing friction. Every bit of friction is something in the way of the happy path and a return customer.
Collaboration
Work together
Work for the name on the front of the jersey, not the back.
Competition
Pave the way
Innovation carves out its own path to create a competitive advantage.
Intuition
Wear their shoes
No customer should feel like your first customer. Know the user experience, and refine it.
Prototyping
Prototyping is worth it
If a picture is worth a thousand words, then a prototype is worth a thousand meetings.— Tom & David Kelley, IDEO
Simplicity
Guide the user
Make decisions easy by removing choice when possible. Create structure and hierarchy. Provide visual feedback to actions users take and guide them to the next step.
Value
Success can be measured
Beautiful interfaces are table stakes. Design for metrics that matter: conversion rates, AOV, retention, and long-term product sustainability.
A strong product saves time, adds value, competes well, and provides a good experience start to finish.
Advantages of working at the intersection of design and code
My 5 years of React/TypeScript experience isn't just a bonus—it's a fundamental part of how I design better products.
Prototyping in Real Code
I can prototype in code, not just Figma. This means real interactions, real state, real feedback—faster.
Better Collaboration
Speaking both design and engineering languages means I'm a natural bridge between teams, reducing friction and misunderstandings.
No Translation Loss
When I design a component, I know exactly how it will be built. No "that's not technically possible" surprises during handoff.
Design System Ownership
I can own the design system from Figma tokens to React components, ensuring consistency across the entire product.