My approach to design is rooted in a deep curiosity about both user needs and business objectives. I believe that great design isn't just about aesthetics—it’s about solving real problems, delivering measurable results, and creating experiences that feel effortless and intuitive. Every project I take on is an opportunity to bridge the gap between users and businesses, ensuring that the solutions we create are not only visually compelling but also practical, impactful, and user-centric.

I engage directly with users and stakeholders, conducting research, gathering feedback, and iterating to refine solutions that truly resonate. My philosophy is that attention to detail matters—whether it’s typography, motion design, or the nuance of a micro-interaction, the smallest details can elevate a good experience into a great one.

Beyond usability and aesthetics, I also bring a strong ethical perspective to my work. Design decisions have consequences, and I strive to ensure that the products I help create are not only effective but also fair, transparent, and user-friendly. I recall a time when I worked on a cash-back program for a major U.S. retailer. The business team requested that users manually click a button to claim their rewards, banking on a measure of "breakage"—funds left unclaimed—to reduce costs. I advocated for automating the process to ensure users received what they were owed, but the company ultimately chose revenue over fairness. While that wasn’t the sole reason I left, it reinforced my commitment to ethical, user-first design.