Clear principles, a deliberate process, honest rules.
Each keeps thinking, making, and judging pointed at the same purpose.
Principles
I work from a short list of ideas I keep coming back to.
- ① Usefulness: design that doesn't change something real isn't doing its job.
- ② Coherence: every decision should connect to every other, and the whole should feel inevitable.
- ③ Subtraction: the hardest choices are always about what to remove, and those are the ones that make everything else stronger.
- ④ Clarity: nothing should require guessing; intent should be readable, actions obvious, context self-explanatory.
- ⑤ Focus: good design stays out of the way, supports attention instead of competing for it, and lets people do what they actually came to do.
Process
Design problems resist fixed formulas. Each project arrives with its own shape: different constraints, different unknowns, different stakes. My process adapts to this. A semi-structured double diamond that holds a consistent overall arc while staying responsive to what each situation actually demands.
Notice what's actually happening. Gather raw, unfiltered signals from people, context, and systems. Stay in contact long enough to know what's actually worth solving.
Synthesize, structure, and transform raw findings into a clear problem statement. Move from observation to meaning, from noise to direction. Choose where to focus, deliberately.
Generate, test, and iterate on possible approaches. Produce many ideas before committing to any. More options, better decisions.
Narrow down to a final solution that's production-ready. Build the real thing, carefully. Eliminate what doesn't work. Ship when it's right, not just when it works.
Evaluation Rules
Does it work without explanation?
Good design explains itself. If someone needs a walkthrough to understand what they're looking at, the design hasn't done its job yet. Clarity isn't a layer you add at the end — it's the result of every decision made clearly along the way.
Does it hold up under pressure?
Test it at the edges: slow connection, wrong device, distracted user, unexpected input. Design that only works in ideal conditions isn't finished. Resilience is part of the solution, not an afterthought.
Is everything here for a reason?
Every element should be able to justify its presence. If you can't say why something is there, that's a sign it shouldn't be. Removing it should feel like a loss — if it doesn't, it was noise.
Does it respect attention?
Good design doesn't demand more focus than the task requires. If the interface is the most noticeable thing in the interaction, something is wrong. The work should fade into the background and let the person concentrate on what they came to do.
Does it solve the right problem?
A well-executed answer to the wrong question is still a failure. Before judging quality, check that the problem being solved is actually the one that matters. Craft without direction is just decoration.
Does it feel inevitable?
The best design solutions look obvious in hindsight — like there was no other way. If a solution still feels like one of several options, it probably needs more pressure applied. You're done when removing or changing anything would make it worse.