UX Strategy

“I can't change the direction of the wind, but I can adjust my sails to always reach my destination.” - Jimmy Dean

The interplay of design and business strategy in a fast-moving consumer market full of uncertainties is where a strategic approach to the attainment of optimal user experience demonstrates value.

Defining the business goals as the benchmark for interface assessment provides an essential baseline for the comparison of post design changes. This is followed by a comprehensive audit of the market, target audience and content analysis to anticipate trouble points - to inform critical thinking - and the most compelling to resolve.


  • Content audit
  • Competitor audit
  • Persona definition
  • Interface assessment
  • Contextual Inquiry
  • Full report 

UX Design

The design phase is where strategy takes shape and the ideation of task flowsfunctionality and state changes inform the visual quality of the interaction.

Coming from a visual design background elicits the UI (user interface) design proficiency that I maintain.


  • Interaction blueprint
  • Concept and ideation
  • Wire-framing
  • Visual design