Design is not decoration. It's a decision about how people will experience something, and every decision has consequences beyond the screen.

I start by understanding the system: who's affected, where the problem comes from, what's connected to it that nobody mentioned yet. I observe before I ask, because real behavior tells you more than staged answers.

At the start of a project, I think without limits, no idea is too strange to say out loud. At the end, I'm ruthlessly logical. I catch the thinking errors that would cost you six months later. That range, from open exploration to precise systems thinking, is where I do my best work.

I'm critical of an industry that calls itself human-centered while fueling consumption it never questions. I want to design things that remove unnecessary friction from people's lives so they can focus on what actually matters to them.