I start by carefully reading the brief and identifying the core problem.

I use AI to help explore possible issues, questions, and angles, then curate the most important points to discuss with the client.

The goal is to walk into the meeting with clarity, not assumptions.

After the meeting, I synthesize everything client goals, constraints, and insights.

I frame the real problem, define the project scope, and set clear success criteria before moving forward.

Nothing goes into design until the direction is clear.

I explore visual and conceptual directions through moodboards and references.

AI helps generate possibilities, but I filter and refine them based on the product's personality, user needs, and brand goals.

The final direction must feel both relevant and distinctive.

I explore multiple solutions while keeping usability and clarity as the foundation.

Every decision is guided by a simple set of criteria:

Does it solve the problem? Is it usable? Does it stand out?

Once the direction is locked, I move into high-fidelity design with focus and consistency.

I document key decisions along the way so the process stays transparent and intentional.