Designing for outcomes,
not outputs.
3+ years shipping across D2C, commerce, and AI-first products. I start with data, define the one metric that matters, and validate in rounds until the number moves. Craft follows direction — not the other way around.
Diagnose first
Funnels, replays, and interviews before the first frame.
Share early
Stakeholders see the reasoning continuously, not in one reveal.
Ship and measure
Launch is the start of learning. Every round is instrumented.
The biggest design decision is which problem to solve.
Constraints are a gift. A hard limit forces the clever solution.
Users experience sequences, not screens. Design the path, not the state.
How I work with AI without losing my judgment as a designer.
01
Grade the output
Tag AI output as real data, pattern, or best guess before it shapes the work.
02
Catch the false clarity
AI averages and resolves tension into false consensus. Find the tradeoff it buried.
03
Own the decision
Push it from every angle — what breaks, what's the opposite view — then own what survives.