Using interviews, contextual inquiries, surveys and cold hard analytics to figure out what user’s desires and frustrations really are.

Working with product stakeholders to map the customer experience, digging up pain points and opportunities for improvement.

Starting with rough prototypes of interfaces/concepts to test ideas & prioritise features. Followed by high fidelity designs to guide developers.

Test and learn - analyse performance of designs in the wild, test for improvements & build a backlog of changes that can guide a product onwards.