Methodology

My design process is built on the world-renowned Double Diamond methodology. This proven framework integrates strategy, creativity, and craft, turning insights into impact through four distinct phases. Over the past 13+ years, I’ve refined this approach while creating products that matter - from early-stage startups to global platforms serving millions of users.

The Double Diamond Foundation

At the core of my practice is the Double Diamond - a clear, comprehensive, and visual description of the design process that has become an industry standard since 2004. The two diamonds represent divergent thinking (exploring problems widely and deeply) and convergent thinking (focusing and solving with clarity).

I don’t treat the Double Diamond as a rigid process but as a flexible framework that adapts to each project’s unique challenges. Whether I’m designing a consumer app, a B2B platform, or a design system, the principles remain the same: discover deeply, define clearly, develop broadly, deliver effectively.

My Process in Action

The Double Diamond shows how great design happens: first by exploring problems broadly (divergent thinking), then by focusing on solutions (convergent thinking).

Discover

In the discovery phase I dive deep into the problem space by conducting interviews, mapping customer journeys, and observing real behaviors. My goal is to go beyond assumptions and uncover the real needs, pain points, and opportunities that shape meaningful solutions."

Define

Here I bring clarity out of complexity by analyzing patterns, reframing challenges, and translating insights into sharp and actionable problem statements. This phase ensures the team is aligned on what truly matters before moving forward.

Develop

In this stage, I open the space for possibilities by building prototypes to test assumptions, and co-creating with users and stakeholders to ensure solutions are both innovative and grounded in real needs.

Deliver

In the delivery phase I bring concepts into the real world by testing prototypes, gathering feedback, and refining solutions through iteration. For me delivery is not an endpoint but the start of a cycle of continuous learning and improvement.

This is never a linear journey. Testing often reveals new problems, and I embrace iteration as a core principle. In today’s digital world, no product is ever truly “finished”. It evolves continuously through user feedback and data.

The Design Principles

I ground my work in four guiding principles of the Double Diamond, strengthened by my own experience:

Put people first

Start with a deep understanding of user needs, goals, and motivations.

Communicate visually and inclusively

Make the process transparent and accessible for all stakeholders.

Collaborate and co-create

The best solutions emerge through teamwork and diverse perspectives.

Iterate relentlessly

Test, refine, and improve at every stage to reduce risk and maximize value.