I believe design is strongest when grounded in evidence and insight.

Good design starts with understanding. I use research, analytics, and feedback loops to learn what people really need and how they behave, then turn those insights into thoughtful design choices.

Data does not replace creativity, it sharpens it. By pairing numbers with context, I can validate ideas, reduce guesswork, and make sure design decisions lead to outcomes that matter for both the business and its customers.