User Experience Strategy and Design

Build the Right Thing

Good design decisions come from evidence, not instinct. Before anything gets sketched, I run the research that tells us what's real: what users need, where they struggle, and what the business is trying to accomplish.

That research takes different forms depending on the project. Sometimes it’s a design thinking workshop with a room full of stakeholders generating hundreds of ideas on sticky notes. Sometimes it’s one-on-one user interviews or usability testing on an existing product. Sometimes it’s empathy mapping or journey mapping to see where the experience breaks down. The method fits the question.

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From Signal to Direction

Research produces the insight, and strategy turns it into something the team can act on. This is where the raw findings become Jobs To Be Done, prioritized user needs, and clear requirements that connect what users are struggling with to what the business needs to deliver.

The output here is the bridge between discovery and design. It gives the team a shared target and gives me the criteria to design against, so when we get to mockups, every screen has a reason to exist.

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Two Hours to Alignment

With the problem defined and prioritized, ideas need room to compete. I use a method I adapted from the Google Ventures Design Sprint called the Microburst, a two-hour remote workshop that compresses what normally takes days into a single focused session. Teams walk in with a problem and walk out with a winning concept, stakeholder alignment, and enough clarity to move into design without second-guessing the direction.

I’ve facilitated dozens of these participatory design workshops across industries using digital whiteboards. The Microburst has become a core part of how I approach product engagements, and it’s available as a standalone offering for teams that need to get aligned fast.

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Build the Thing Right

Strategy becomes something people can see, react to, and test. I design in Figma, starting with information architecture, then building up to high-fidelity mockups and interactive prototypes.

Every screen gets tested against the Jobs To Be Done from the strategy phase. If a design doesn’t hold up in usability testing, it gets revised until it does. What ships to engineering is validated work, not a guess.

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