Tools, crafts and methods

How I craft digital media

Methods

Product Discovery

Early-stage product work used to understand problems, users, opportunities and potential directions.

First year applied: 2016

Personal Experience

My first experience with Product Discovery was at JWT’s New York offices, where I worked for four weeks with a multidisciplinary team to align around a clear project vision.

A/B Testing

Comparative testing of design variants to evaluate which performs better against a defined outcome.

First year applied: 2019

Personal Experience

My most relevant A/B testing work was for a robust app for a large local bank. I led a team of Experience and Service Designers working in-house alongside the client, using Maze to gather evidence that improved product navigation.

Atomic Design

Interface-system methodology that organizes UI from small reusable elements into larger compositions.

First year applied: 2017

Applied to these projects: Google Design Systems, Avianca, Mazda

Personal Experience

Atomic Design has been part of my UI Design approach since Avianca. I later applied it across multiple Google product design systems, and today I see AI as a way to further elevate how these systems are built and maintained.

Visual Planning

Identity-design method for mapping a brand’s visual territory, emotional associations and expressive opportunities beyond the identity system delivered in a brandbook.

First year applied: 2016

Personal Experience

At BBDO, I worked within a team using Visual Planning to define how brands could manifest consistently across different advertising campaigns. I facilitated client workshops to distill brand principles and designed guidelines that mapped the range of visual possibilities for each brand.

Stakeholder Interviews

Structured conversations with stakeholders used to uncover goals, constraints, assumptions, domain knowledge and success criteria.

First year applied: 2020

Personal Experience

At Accenture and Huge, I have used stakeholder interviews to surface key insights that helped define the design direction of large websites and services.

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Contact

If you want to get in touch, just reach out on any of the following: