My Process

In my 15+ years as a Designer, I’ve worked across diverse industries, from ed-tech to financial services, helping teams solve complex problems through intuitive design. My journey has given me a front-row seat to the evolving User Experience (UX) design landscape. One thing has remained constant: the effectiveness of a UX process can make or break a product’s success. Let me walk you through the approach I’ve found most successful over the years, leveraging my experience in UI/UX, information architecture, and collaborative leadership.

The foundation of any great design starts with understanding the problem. At this stage, the goal is to dig deep into the why. What is the core issue we’re solving, and who are we solving it for?

This phase involves user research, competitor analysis, and internal stakeholder interviews. I have always believed that great insights come from empathizing with users and understanding their pain points. Whether conducting workshops, usability tests, or even interviews with leadership, I draw on my background in facilitating collaborative sessions to gather qualitative and quantitative data.

For instance, while at AllHere, I worked closely with school districts to understand teachers' and students' engagement challenges. We combined first-hand user feedback with behavioral data to frame the problem accurately, which enabled us to design solutions that truly addressed users’ needs.

Once the problem is apparent, the next phase is ideation. Creativity takes the lead here, but staying grounded in the user’s needs is critical. Ideation sessions can range from sketching rough concepts to wireframing and low-fidelity prototypes.

As a designer, I always encourage cross-functional teams to participate. Great ideas often come from unexpected places—whether it’s a product manager, a developer, or even someone from customer support. Bringing diverse perspectives into the brainstorming process ensures we consider multiple angles.

For instance, at Kangarootime, our ideation sessions with developers and users enabled us to create a mobile experience that streamlined daycare management tasks—something that was missing from other solutions at the time. We designed with empathy but also practicality.

Wireframes are the blueprint of the final product. I’ve always found that starting with low-fidelity wireframes allows for rapid iteration. This stage is about structure and flow rather than final design aesthetics. The top priority is mapping out the user’s journey and ensuring all paths are intuitive.

Prototyping takes this further by making the product feel real. As the Lead Product Designer at Mainstay, I often led the creation of interactive prototypes that were tested with actual users before moving into the development phase. Prototypes are invaluable for user testing, providing insights into user interactions and identifying roadblocks early.

User testing is one of the most critical stages. The best ideas can crumble under real-world scrutiny. This is where the rubber meets the road, and we see how users interact with the product. While leading the UX team at Clydesdale Bank, extensive usability testing was vital to refining the product experience. Identifying friction points early is essential to address them before scaling up.

During testing, I’ve often found that the most minor feedback points can lead to the most significant improvements. It’s crucial to remain open to iterative feedback—sometimes, your favorite design element may not resonate with users, and that’s okay.

Collaboration between design and development is often where things can break down. This is why I prioritize building strong relationships with development teams. Ensuring that the handoff from design to development is seamless is key. As Head of Design at Kangarootime, I worked closely with engineering leads to ensure that we maintained the design’s integrity while making the necessary technical adjustments for smooth implementation.

Regular check-ins, shared documentation, and open communication channels are essential in ensuring alignment between what was envisioned and what’s being built.

A product is never truly finished. Once it’s live, that’s when the real learning begins. Data analytics, user feedback, and performance metrics provide invaluable insights into how well the design works. From there, it’s about making minor tweaks and refinements.

I’ve always emphasized the importance of building a culture of continuous improvement, where feedback is welcomed and iterations are made proactively. This ensures that the product remains adaptable and evolves with the user’s changing needs.

From my experience working in varied sectors, including ed-tech, finance, and global organizations like ACCA, I’ve learned that the most influential UX processes are grounded in research, collaborative creativity, and iterative testing. It’s about balancing creativity with practicality and constantly seeking user feedback to refine and improve.

This approach ensures that the products we design don’t just solve problems but provide an experience that is seamless, engaging, and truly user-centric.

A well-executed UX process is not linear; it’s a cycle of learning, improving, and adapting. And that’s what keeps it exciting. After all, the ultimate goal is to design with empathy — delivering experiences that make a difference.