For me, great design begins with framing the right problems, uncovering and understanding deep user and behavioural insights, in order to define a clear experience vision–the north star. From there, it’s about thoughtful prioritisation, systems-level thinking, and constant experimentation and iteration. The outcome isn’t just functional—it’s intuitive, inclusive, emotionally resonant, and aligned with both user needs and business goals. I’ve learned that the best outcomes come from working in diverse, cross-functional teams that challenge assumptions, give thoughtful critique and push the work forward.