Service

Following the design thinking approach, I’ll empathize with users to uncover the true pain points the product should solve.

I’ll outline every problem and potential solution. Based on the team’s technical capabilities and budget, we’ll choose the most effective solution that not only addresses the user’s needs but also aligns with what the team can realistically deliver.

A comprehensive user profile will be developed to accurately identify the core user group—covering aspects such as age range, location, interests, and behavior patterns. This profile will help tailor the product experience to better meet user needs. Additionally, a user flow will be mapped out to visualize how users are expected to interact with the product, providing a foundation for evaluating and improving the overall functionality and usability.

Simple low-fidelity wireframes will be created and tested internally or with a core group of users to refine the design based on user flows. Feedback from testing, along with insights from an empathy map, will be used to further fine-tune the product.

Based on the brand guidelines, I will develop a design system to ensure a consistent look and feel across the product and user flows. The UI and prototypes will be created using insights from the previous testing phase, in preparation for usability testing (UT).

I will collaborate with the development team to implement all app functions and features using detailed design documentation. After the production phase, quantitative research will be conducted to further enhance the user experience and evaluate the team's success metrics.

Every project starts with understanding. I begin by learning about the business, its goals, and its users through stakeholder conversations, competitive analysis, and user research. This helps define a clear direction and sets the foundation for all design decisions. During this phase, I also create user personas and map out key user journeys to ensure the design aligns with real needs.

Once the vision is clear, I move on to defining how users will navigate the product. This includes building a sitemap, outlining user flows, and creating wireframes to establish structure without the distraction of visuals. These lo-fi wireframes help visualize the experience and are tested internally for early feedback and refinement.

With a strong structure in place, I develop a visual language that aligns with the brand’s identity. A design system is created to ensure consistency across screens, and high-fidelity UI designs are produced with responsiveness in mind. I also prototype key interactions to bring the experience to life, preparing the design for usability testing and stakeholder reviews.

Before moving into development, I validate the design through usability testing to uncover friction points or areas for improvement. Based on this feedback, I refine the interface and ensure everything is documented for the handoff. I work closely with developers, providing annotated designs and assets, and stay involved to ensure design integrity during implementation.

After the product goes live, I shift focus to performance and user behavior. Using analytics and feedback, I track how users interact with the site and identify opportunities for improvement. This data-driven approach allows me to continuously iterate and improve the product, making sure it evolves alongside user needs and business goals.

Every editorial piece starts with a conversation—with the editor, the writer, or sometimes just the story itself. I take time to understand the subject matter, emotional tone, and intended audience. This helps define the visual direction early on—whether it's subtle and elegant or bold and immersive—and sets the foundation for everything that follows.

Content will be structured into clear, digestible sections, each designed with moments of visual emphasis. Graphic elements and imagery will be thoughtfully planned to complement each section, aligning with key points in the narrative to enhance impact and support more engaging storytelling.

Depending on the source material, I can arrange a photoshoot to capture original imagery for the article—often during the interview process with the writer, editor, or author. I specialize in portraits and talking-head-style photography, which allows me to capture authentic moments that resonate with the narrative and add emotional depth. Alongside photography, I design custom graphics to clarify key messages and enhance the overall reading experience.

With visuals and layout in place, I design a fully responsive experience—ensuring that the story looks and feels consistent on every device. I fine-tune spacing, typography, and imagery for mobile, tablet, and desktop. Working closely with developers, I support the build process by providing adaptive assets, making sure the final output matches the creative intent.

After launch, I review how the story performs across platforms—testing readability, responsiveness, and overall flow. I gather feedback from users and the editorial team, and make adjustments where needed. The goal is always to elevate the story through design and imagery, creating an experience that feels intentional, seamless, and genuinely engaging for the reader.