Good design starts with clarity, not decoration.

Understanding the real problem, the constraints around it, and the people affected before a single screen gets drawn. I'm drawn to complex, ambiguous problems and the early stages of a project where the direction still needs to be found.

I bring structure to ambiguity through systems thinking, research-led decisions and close collaboration with the people who'll build and use the product. Consumer or enterprise, the approach is the same: get close to the real problem, hold a high bar for craft, and make sure every decision traces back to a reason rather than a preference.