Design is a Story.

A pathway—marked by story beats that guide people from intention to completion.

Good design, I believe, is like a refreshing walk on that pathway. It not only leads but elevates, making life a little easier, a little brighter.

The best design? It goes beyond problem-solving. It immerses, delights, and, for a few moments, offers solace from life’s real struggles. That, too, holds value.

Which is why my process always starts with people. Their feelings. Their story. A product that lacks awareness of its users is doomed—because what’s best for them is, eventually, what’s best for the business.

On the journey to get there, iteration is my superpower. My first draft is always my worst, and my best work is directly proportional to how much I get to refine and experiment.

But no matter how innovative or beautiful a design is, if it makes life worse for people, it’s inherently bad. Design that misleads, manipulates, or prioritizes profit over safety is where I draw the line.

With teams that share these ethics, I aim to leave things better than I found them—products, teams, and people alike.

Because in the end, if I can design something that gives someone just a few minutes of joy, of solace—that's enough.

As a designer, that’s what I strive for.