How I do what I do

User Testing

To truly understand the needs of the user we have to undertake usability sessions. The focus is to ascertain whether or not clients will use the app or website as expected. The sessions are an intrinsic way for uncovering precious user patterns. With just 5 users you can see about 80% of the issues that may exist.

Style guides

I create style guides which consist of different design components. Components can be used to create coherent and flexible systems. Each component is defined by required events such as title, text, icon or picture. We can reuse components rather than reinventing the wheel by thinking of new solutions to problems we have already solved. It is also a living guide with constant changes and updates as new elements are discovered and built.

Content Audit

For all relaunch projects, I perform the audit by first taking a look at all existing content on the current site/app. Then I analyse the data and provide recommendations for each content url. Recommendations are detailed in an excel document for ease of use.

User Journeys

The user journey represents scenarios of current or potential user interaction. I take a step by step look at how a user accomplishes a specific task. This is one of the key outputs from the discovery phase and by understanding the flow of various tasks can help define the taxonomy.


The objective of sketching is not to make perfect drawings, but to convey a solution to the design problem at hand. Sketching assets problem solving including mapping out context scenarios, wireframes, user flows etc. Before getting caught up in technology, sketching enables me to focus on the best solution.


Wireframes designed correctly can save you money in the long term as you can clarify any usability issues from the outset. And thus getting the wireframe right is the foundation of a successful project.


Prototypes enable you to quickly validate designs with users. Prototypes can be in the form of paper based explorations to highly detailed interactive models. Discovering what works early on enables you to easily modify your design in a cheaper and efficient way.


To create an effective and realistic persona we firstly have to identify all target users. The first step towards this is defining the users. Personas help to understand what drives individual users to do what they do and tailor a user experience which best matches their intentions and desired outcomes.