I've lost count of how many times I've been asked to solve a customer problem that turned out not to be the real problem at all.

I've found that this rarely happens because people aren't paying attention or don't care. More often, it's because customers and stakeholders are trying to describe a problem through the lens of their own experiences, motivations, assumptions, and goals. That's what makes product design so fascinating to me.

Humans aren't simple. We all bring different experiences, motivations, assumptions, and ways of communicating. What someone says isn't always what they mean, and what someone hears isn't always what was intended. That disconnect fascinates me because resolving it often reveals the real problem that needs solving.

That's probably why I've spent my career gravitating toward complex products and unfamiliar domains. I enjoy untangling systems, learning how things work, and making sense of problems that initially feel overwhelming. Whether I'm working in financial planning, insurance, fintech, or emerging technologies, I don't start with solutions. I start by trying to understand what's actually happening.

Over time I've realized I don't really have a fixed design process. Every project is different, so my approach evolves with the people, the information, and the constraints. What stays constant are the principles behind it: stay curious, challenge assumptions, think in systems, validate with evidence, and adapt as new information emerges.

One thing that is consistent is how I communicate. I document everything—not because documentation is the goal, but because I believe good ideas are more powerful when people understand how they were reached. I don't just present conclusions; I make my thinking visible. Whether through workshops, journey maps, prototypes, or visual storytelling, I try to bring stakeholders along the journey so decisions are grounded in shared understanding rather than opinion.

I'm at my best when untangling complexity—learning unfamiliar domains, making sense of messy systems, and helping teams build confidence that they're solving the right problem. There's something deeply satisfying about watching a problem that once felt overwhelming become clear enough that everyone can move forward together.