My processes
No matter the project or scope, I always begin by writing down my initial thoughts—what’s being asked, how I envision approaching it, who needs to be involved, any early concerns, and anything that feels unclear or unresolved.
This early reflection is both personal and essential. It helps me shape the strategy and define the story I’ll share—first with collaborators, then ultimately with users.
With that narrative as my guide, I dive into one of my trusted design processes and set the project in motion.
My processes for 5 types of projects
As a Lead Product Designer at TiVo, I developed and refined five core design processes tailored to the unique demands of different project types. These frameworks aren’t static—they’re flexible and continuously evolving, shaped by ongoing learning, shifting user needs, and emerging technologies.
1. Designing and defining a non-existing product (5%)
I absolutely loved designing entirely new products. I led a dozen of these “from-scratch” initiatives, fully engaged in every phase—from concept to implementation. One of the most critical early steps in each project was conducting thorough user research and market gap analysis, which allowed me to significantly expand the concept development stage with clarity and purpose.
Collaboration with product managers and stakeholders was key to driving innovation and sharpening my creative thinking and problem-solving abilities. These close partnerships helped shape products that not only met business goals but also truly resonated with customers.
Interestingly, not all greenfield projects followed Agile methodologies. In cases where precision, sequencing, and long-term planning were essential, I worked successfully within a Waterfall framework—a linear, phase-based approach where each stage (research, design, development, and testing) was completed before moving to the next. This structure was especially effective for high-stakes or regulated projects, allowing for clear documentation, stakeholder alignment, and thorough prototyping and usability testing before implementation. It ensured a disciplined, end-to-end design process with well-defined milestones and accountability at every stage.
2. Redesign of an existing product (5%)
In this type of project, collecting and analyzing feedback was one of the most critical early steps. This included reviewing user feedback, support tickets, and usage data to pinpoint pain points and opportunities for improvement. The next key phase involved redefining the product concept to better align with evolving user needs and technological advancements. From there, I moved through iterative cycles of prototyping, testing, and refinement.
Post-launch, it was essential to gather analytics, performance metrics, and user insights to assess the impact of the redesign and validate its success.
Leading a full-scale redesign taught me to be highly adaptable, deepened my understanding of user experience, and strengthened my ability to balance user needs with business objectives.
3. Design of a new feature for an existing product (40%)
In this type of project, one of the most critical steps was partnering with product management to define the scope and objectives of the new feature. This was followed by a series of collaborative discussions—asking what, why, and how across all stakeholders—to ensure alignment from the start. I then designed the feature to integrate seamlessly into the existing product, maintaining consistency in user experience, particularly in terms of discoverability and visual/interaction patterns.
The process continued with prototyping, user validation, and multiple rounds of iteration. Close collaboration with engineering was essential throughout development, where I provided ongoing design support and oversaw the final implementation through to feature release.
4. Redesign of an existing feature for an existing product (45%)
In this type of project, one of the most critical early steps is collecting and analyzing user input—this includes reviewing feedback, support tickets, and usage data to identify pain points and areas for improvement. The next key phase involves redefining the product concept to align with current user needs and technological advancements. This is followed by prototyping, user testing, iterative design, and validation.
Post-launch, it’s essential to gather analytics, behavioral data, and key metrics to assess the impact of the redesign and ensure its effectiveness.
Managing a complete redesign fosters adaptability, deepens one’s understanding of user experience, and sharpens the ability to balance user needs with strategic business goals.
5. Urgent, out of schedule projects/proof of concept (5%)
When tackling an urgent project, I start with an immediate assessment, meeting with stakeholders to understand the scope and deadlines, and defining success criteria. I quickly document my initial thoughts and potential challenges. Next, I conduct a rapid brainstorming session to generate ideas and prioritize must-have features, creating a high-level plan with clear milestones. I swiftly move to low-fidelity wireframes, gather rapid feedback, and develop high-fidelity mockups focusing on critical elements. An interactive prototype is created for quick usability testing, and I iterate rapidly based on feedback. I finalize the design, prepare assets, and ensure thorough documentation for a smooth handoff to development.
Throughout implementation, I support the development team and conduct a final review before launch, followed by gathering post-launch feedback to make any immediate improvements. This streamlined process ensures we meet tight deadlines without compromising quality or user experience.
My design philosophy
Working with the people and for the people
As a Lead Product Designer, I place immense value on the human aspects of my work—both in terms of my team and the end users I serve. This dual focus on working with people and for people is foundational to my approach. It’s essential that my designs not only meet the practical and aesthetic needs of users but also align with the ethical standards and business objectives of the organization. This alignment ensures that the products I design are responsibly crafted, fostering trust and long-term engagement.
Honesty and transparency
In my design practice, honesty and transparency are paramount. Over the years, I’ve learned to avoid deceptive tactics—such as dark patterns—that mislead or manipulate users. By maintaining integrity in my designs, I contribute to building brands that users can trust. This ethical stance goes beyond simply avoiding harm; it’s about crafting positive, intuitive experiences that respect users’ autonomy, individuality, intelligence, and even their limitations.
Cleverness and cost-effectiveness
Moreover, my designs strive to capture users’ attention through a balance of cleverness and cost-effectiveness. I focus on delivering innovative solutions that are mindful of budget constraints—ensuring value without sacrificing creativity or functionality. I believe that uninspired design does a disservice to both the user and the business, often leading to disengagement or lost interest. That’s why I prioritize creating experiences that are not only functional, but also engaging and thoughtfully tailored to the sensibilities of the target audience.
User-Centric iterations
Continually refining my designs based on user feedback and behavior is essential. Just as important is staying informed and adaptable to the evolving landscape of design and technology. This iterative process deepens my understanding of users and enables me to make meaningful adjustments that enhance usability, satisfaction, and overall product impact.
Sustainability considerations or Lean design
In today’s environmentally conscious market, integrating sustainable and lean practices into product design is more important than ever. This means choosing eco-friendly materials and methods that minimize environmental impact while maintaining quality and design integrity. By embedding sustainability into my design philosophy, I not only meet the rising consumer demand for responsible products but also support broader business goals by aligning with global sustainability trends.
