My process, from start to finish
I start every project with one simple rule: focus on the end user. Whether that's a guest buying a ticket, a frontline employee scanning passes, or a manager checking reports, I make sure the experience works for everyone—no matter their role or level in the organization. Keeping that perspective front and center helps me stay unbiased and build products that feel intuitive, clear, and genuinely helpful.
Good products start with good listening. I spend time with the people who will actually use the software; sometimes that's the general public, and other times it's seasoned operators who know their workflows inside and out. These conversations shape the roadmap, uncover real needs, and help avoid designing in a vacuum.
I believe in building with the best and then trusting them to shine. Once we've aligned on the vision and defined what success looks like, I rely on my teams to execute with creativity and technical excellence. My job is to support them, clear obstacles, and keep us all pointed toward the shared goal.
I keep communication as open and fast as possible. Whether it's sharing progress, explaining decisions, or walking through iterations, I stay transparent throughout the process. If something changes, everyone knows why. If something ships, everyone sees what's new.
Sustainable work is well-documented work. I make sure requirements, decisions, and processes are written clearly so anyone—now or in the future—can understand how and why things were built. It keeps teams aligned, supports long-term growth, and prevents knowledge from getting lost.