How I Work…

Process: Blending strategic thinking with impactful creative execution

Define: Understanding the Root Problem

Before any pixel is placed or word is written, my focus is on defining the problem. This means digging deep into the "what," "who," "how," and "why." Who is the audience? What's the core challenge we're trying to solve? How much attention do we have from our audience? And how have others approached similar problems? This initial phase is about gathering as much information as possible—visual, quantitative, and qualitative—to shape the optimal solution and justify subsequent design decisions. This aligns with a User-Centered Design (UCD) methodology, ensuring the design is based on an explicit understanding of users, tasks, and environments.

  • When designing an IoT solution for emergency vehicles at Captium, I collaborated closely with engineering and the business team to fully define the problem and user needs. This in-depth problem definition phase was crucial to ensuring the technology truly addressed the challenges faced by emergency responders, rather than simply building a product.

Iterative Design: Bringing Ideas to Life

Once the problem is defined, it's time for iterative execution and refinement. My process moves from sketching broad ideas within creative restraints to developing concepts with real potential. The refinement stage is where creative critique and feedback truly come into play. It often involves combining the best elements from multiple designs, continuously improving upon the initial concepts, and ensuring the final output is polished and effective. This iterative approach allows for flexibility and ensures the final product is robust and well-considered.

  • At ModuleQ, I led a full brand relaunch with an ambitious timeline of under eight weeks. This rapid turnaround demanded a highly iterative process. We moved quickly from initial concepts to detailed designs, gathering feedback continuously and refining as we went. This disciplined, iterative approach was key to successfully developing and launching a new brand identity system within such a compressed timeframe.

Measure and Refine: Learning from What Works

My creative process isn't complete without data-driven analysis and optimization. I believe that truly impactful creative work is measurable. By tracking key performance indicators (KPIs) and understanding attribution models, I ensure that creative initiatives not only resonate with the audience but also drive tangible business outcomes. It's about correlating creative output with metrics like web traffic, search engine rankings, social media engagement, and ultimately, conversions and customer lifetime value.

  • At ModuleQ, I significantly increased first call bookings from account-based email marketing efforts—from 0-1 per month to 7-11 per month over just three months. This wasn't achieved by creativity alone; it was a result of continuously tracking performance metrics, analyzing what resonated with the target audience, and iteratively optimizing our campaigns based on the data. This was part of an A/B experiment that tested two campaign strategies with the same group over the same time. The variable tested was the outreach method/messaging.