My best design decisions are the steps I delete.
Every designer adds. I got good at taking away.
My best design decisions are the things I removed.
A power tools shop wanted an online store. Research said their customers never check out, they call. So I threw out the cart and handed the order to WhatsApp.
A repair shop bled five minutes of paperwork on every job. I rebuilt the flow until closing a repair took one tap.
Got a step in your product nobody should have to take? Let's find it and cut it. Ready to collaborate? Let's chat.
Where people hesitate, repeat themselves, ask for help, abandon the task, or use a workaround. Those moments usually reveal the real design problem.
Pretty screens with no argument. If I cannot explain the user need, the tradeoff, and the expected effect, the design is not ready.
Curiosity without ego. I am comfortable saying I do not know yet. I am also comfortable going to find out.
A centralized dashboard for managing repair workflows. The challenge was simplifying a complex operational system without losing critical information. By applying my operations background, I created an interface that serves both technicians and managers.
UX research and a documented design system for a power tools dealer with no digital presence. Discovery reframed the brief from "build a store" to "reduce friction between intent and inquiry" — designing around how tradespeople actually buy.
