Complexity is a structural problem, not a user problem

When users struggle with enterprise software, the instinct is to add a tooltip. My instinct is to ask: why is this complicated, and whose complexity are we exporting to the user? In most cases it's the organisation's internal silos. I design against that.

Systems before screens

Before I open Figma, I want to understand the information architecture, the user mental models, the data relationships, and the cross-functional workflow. A well-designed screen inside a broken information architecture is still a broken product.

AI must earn trust, not assume it

I've designed 5 AI features into a shipping product. The insight that changed how I think: users aren't afraid of AI. They're afraid of making a wrong decision based on AI. The design job is to make the confidence, the data source, and the action pathway so clear that trust is built incrementally.

Collaboration is a design skill

The best design decisions I've made happened in rooms with product managers, engineers, and domain experts — not alone in Figma. Involving engineering early is how you find out what's actually possible, build trust with builders, and ship products that work.