I start by stretching out and doing pushups, then a long walk down the beach.

Okay, I’m kidding. Well, maybe only about the “beach” part. However, I do ensure that my mental and physical health are well maintained because they are a vital aspect of what I do as much as my creative expertise.


My process is an ever-evolving one that orbits the user. No two projects are the same.

Though unique to each project, there are 7 core principles that I abide by regardless of project type.

These principles include:

  • Human-Oriented: I design with the human in mind. As designers, we often get lost in the overall process so much so that we fail to slow down and refocus on who exactly we are designing for. I immerse myself into the emotions, ideas, and opinions of the ideal user through empathy and seeing things from their perspective.
  • Data-informed: My wealth of experience over the course of 9 years, though vital and priceless comes short of research data. To truly create effective UX solutions, I allow research data to guide the creative process instead of ego and status-quo. User behavior can be very volatile and I would be doing the users a disservice my design solutions are not data-centered.
  • Accountability: I take responsibility for the solutions I create and that is why I work through a vigorous process of research, testing and multiple iterations to ensure that we get it right. Even after product/feature deployment.
  • Flexibility: There are times when UX iterations fall short of fluctuating user needs. I take pride in my work but I am able to iterate as needed to support the volatility of user behavior.
  • Pixel-perfect Design: Every detail matters to me. The ideal color hue, consistent padding, margins, borders, shapes, opacity, gradients, buttons, icons, etc are all critical components that merges with the ultimate user flow to create a delightful experience. My keen eye for design never overlooks that.
  • Team-centered: Being able to contribute to and embrace feedback, collaboration, culture and growth as a team-member is essential to my success and the overall success of the corporate goal.
  • Data-validated: Even after deployment, I ensure that we are still able to collect and analyze usability data where possible to validate releases or influence design direction during feature iterations and enhancements.

Top-level view of my process

1. Discovery

This is my exploration stage. All information related to project scope, business objectives, timelines, and milestones are gathered. Interconnected team relationships, culture, process and resources are also established at this stage.

2. Research

Upon a thorough understanding of the project scope, I conduct approved intial research via relevant channels including surveys, interviews, user metrics, moderated sessions etc to support the feature/product request.

3. Synthesis

Analyzing all the data gathered to reveal a clear value and summary. I like to call this the “organizing the chaos” phase.

4. Ideation

The brainstorming and concepting stage of exploring possible design solutions that meets defined user goals. At this stage my medium includes a pencil, pen, marker paper and whiteboard. Can be a collaborative effort depending on project scope.

5. Design

The fun part. This is the stage where sketches, wireframes, userflow charts, lo-fi, clickable and non-clickable prototypes, etc come to life. Design Systems, Design Elements, and components are created or aligned with deliverables.

6. Testing

After several design review meetings, Usability tests, click-testing, remote sessions etc are conducted to gather more data on the current design direction for the product or feature.

7. Validation & Iteration

Information gathered will either validate or correct design direction for further iteration in better alignment with user needs. This stage is vital.

8. Delivery

This stage requires storytelling and articulating the design decisions, process and final comps. Also syncing with development on the appropriate format for deliverables and ensuring a smooth handover.

9. Research and Synthesis

Continuous post-deployment research is critical in refining released experiences to better meet the oh-so-volatile user needs. The process doesn’t stop after product shipment. I ensure that we have measures in place to harvest analytical data for future iterations.

10. Rinse & Repeat

Lastly, I synthesize the post-deployment research data, and repeat my creative process until user needs are met. UX never really ends.

What it usually looks like behind the scenes: