STAYUX - Flow Fusion Form

Before sketching anything, I define the user, the business, tech stack and success criteria. Research drives the boundaries, competitive landscape, user behavior, constraints. Every decision is documented for stakeholders to understand the reasoning, not just the outcome.

Design decisions are defined in user and business metrics from the start. Before a single wireframe, I define what and how conversion, retention, activation give value for the product.

Every design choice is evaluated against that frame. This makes design legible, and it means trade-offs get made on evidence rather than preference.

Through consistency, documentation and technical credibility. 16+ years of agency work means I have shipped across many stacks and team structures. I learn the constraints of the medium.

I understand enough about the stack to know what is cheap and what is expensive to build. I connect design decisions to PM metrics, so engineers can see the reasoning, not just the request. Trust comes from showing up prepared and being mindful about tradeoffs to be worth listening to.

Design leads on problems that are primarily human. Behavior, comprehension, trust, emotion, flow.

Design follows on problems that are primarily technical or infrastructure constraints, compliance requirements, hard engineering limits.

Designing around a technical constraint that could have been challenged, or demanding design priority on a problem that is fundamentally a systems question.

The craft of pushing pixels is being commoditized. What remains irreplaceable is the ability to define the right problem, frame the right constraints, and make the right call under pressure.

The designers who adapt are the ones who can think in systems, communicate in business language, and prototype fast enough to test assumptions.

Context engineering and iterative prototyping with LLM assistance changes the designers impact. To validate ideas and generate MVPs with adjacent documentation becomes a crucial part of the job. This portfolio website is purely generated with context engineering and spec driven development combining Astro for the front-end, clear and minimal CSS design system and Strapi for CMS.