1. Understand the challenge

Before starting to sketch an idea, I like to dive in and really understand what we’re solving for. What hurts, what excites, and where we want to go.

• What problems are we fixing?

• Who are we trying to reach?

• What are the goals that matter most?

• What rules or boundaries do we need to respect?

• What’s our timeline and pace?

• And where’s the creative white space we can play in?

2. Push the limits

Once the foundation is clear, it’s time to experiment. I explore different directions, test bold ideas, and find that balance between practical and surprising.

3. Share and learn

A project can take different paths and I believe in the power of sharing early to hit the right one from the start.

Depending on the project, this can mean sharing the explorations with users, developers, different stakeholders, art directors, etc.

4. Deliver tastefully

All projects require a level of detail before they are delivered. In both the visual and technical aspect. I like to go that extra mile wrapping up each project with a nice bow.