The first step to creating good design is creating a good strategy.

Developing an effective strategy is just as important as creating the design itself. What is my approach?

Like any project, I start with research because it is critical to begin by understanding the problem.

Synthesizing research is all about critical thinking — what opportunities exist? Where can we differentiate? What is working well?

I develop a strategy by partnering with organizations, discussing goals and problems to solve, while studying technology and people. Out of this, I develop a design strategy and vision.

The final task with a creative strategy is to share it and get feedback. It should evolve as the business evolves.

Selected Work