Approach & Labs
Good product design bridges cognitive science with interactive engineering. Explore the frameworks I use to map usability, and play with the spatial prototypes currently in active development.
The VIMM Model
People process information through four channels: what they see, what they think about, what they remember, and what they physically do. If any one channel gets overwhelmed, the whole experience breaks down. I check every design against all four.
Based on the VIMM model from HFI's Certified Usability Analyst (CUA) program.
Visual
Can users quickly spot what matters? I design clear visual hierarchies so the most important information jumps out first — no hunting, no confusion.
Intellectual
Are there too many choices? Too much complexity? I reduce mental effort by simplifying decisions and preventing errors before they happen.
Memory
People can only hold 3-5 things in mind at once. I design interfaces that show information when needed rather than forcing users to memorize it.
Motor
Are buttons easy to tap? Is the click target big enough? I optimize physical interactions so tasks feel effortless — especially on mobile.
Why Users Love (or Leave) a Product
People judge a product on three levels: how it looks at first glance, how well it works when they use it, and what it means to them over time. Great design nails all three — and I evaluate every interface through these lenses.
Based on Don Norman's "Emotional Design" — the three-layer model of human-product interaction.
First Impression
Does it look right? (Visceral)Within 50 milliseconds, users decide if a product feels trustworthy, modern, or amateur. Colors, spacing, motion — these aren't decoration, they're the first conversation your product has with users.
Portfolio ExampleAI-UX Adaptation: The portfolio shifts its entire color palette based on the project domain — purple for AI, teal for healthcare — creating an instant sense of context before a single word is read.Usability
Does it actually work? (Behavioral)A product can look stunning but still frustrate users. This layer is about whether people can actually accomplish their goals: can they find what they need, complete tasks quickly, and recover from mistakes without calling support?
Portfolio ExampleHealthcare Platform: By placing mandatory fields where pharmacists naturally look and using tabs instead of separate screens, we reduced prescription errors by 40%.Trust & Meaning
Would they recommend it? (Reflective)This is the long game. After using a product, do people feel respected? Do they trust it with their data? Would they recommend it to a colleague? This layer turns users into advocates — and it's the hardest to design for.
Portfolio ExampleMinistry Design System: A consistent, accessible government platform communicates institutional competence — building public trust in digital services that serve millions.My Project Playbook
Every project follows these five phases, from understanding the problem to ensuring quality long after launch. Each step builds on the previous one — skip a phase, and you pay for it later. This playbook evolved from shipping products across healthcare, government, and enterprise.
Understand the Problem
Before designing anything, I map out how users actually think about the problem — through interviews, workshops, and studying how they navigate existing tools. The goal: organize information the way users expect, not the way the company is structured.
See in action: Ministry Digital TransformationLet Data Lead
I replace guesses with evidence. What are users actually clicking? Where do they get stuck? What do support tickets reveal? I study real behavior rather than relying on what people say they want — because the two are often very different.
See in action: Healthcare PlatformTest with Real Users
I watch real people use the designs and measure what matters: Can they finish the task? How long does it take? Where do they make mistakes? I never ask 'Do you like it?' — I measure whether it actually works.
See in action: Sell Out Data PlatformBuild for Everyone
Products need to work for all users — in different languages, on different devices, for people with different abilities. I build accessibility and multi-language support into the foundation from day one, not as an afterthought.
See in action: Ministry Digital TransformationMaintain Quality Long-Term
Great design doesn't end at launch. I establish clear ownership, contribution guidelines, and review processes so the design system stays consistent and high-quality — even as teams grow and the original designers move on.
See in action: Ministry Design SystemThe Two Questions I Always Ask
Every frustrating experience boils down to one of two problems. I use these as a diagnostic checklist on every project.
Can users figure out what to do?
The gap between what someone wants to accomplish and what the interface lets them do. If users are confused about the next step, this gulf is too wide.
- Template upload eliminates the question "how do I enter data?"
- Auto-applied FX rates remove the step "find the exchange rate"
Can users tell what happened?
The gap between what the system actually did and what the user thinks happened. If users are asking "did that work?" — this gulf is too wide.
- Color-coded status badges (Active/Pending) show system state at a glance
- Inline validation provides real-time feedback during data entry
These frameworks shaped every case study
Each project in my portfolio shows these frameworks in action — real problems, real users, real impact.