How I Work
Design as a system of decisions
Every project starts with the same question: what does this interface need to make inevitable? Not beautiful — inevitable. The kind of design where removing any element would make the experience worse, not better.
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Establish the foundation
Define purpose in one sentence. Identify the audience. Choose an aesthetic direction that is specific, not "clean and modern." Document anti-directions: what you are not doing, and why. This is the layer most designers skip, and it is the layer that makes every subsequent decision defensible.
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Structure the narrative
Map content as a story with rising action, not a flat list. Assign disclosure levels: what is visible immediately, what requires a scroll, what requires engagement. Design section-to-section tonal shifts so the page breathes and accelerates. Replace generic data with specific, credible metrics.
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Build the visual system
Create a type scale with dramatic ratios (minimum 2:1 display-to-body). Generate a 10-step tonal palette from a mood-driven hue. Establish an 8px spatial grid where type and space are mathematically aligned. Design elevation through tonal surface shifts, not drop shadows.
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Define interaction and motion
Map 12-state machines for every interactive element. Specify asymmetric transition timing (entries slower than exits for positive states). Apply spring physics instead of generic easing. Use stagger cascades for grouped elements. Respect reduced-motion preferences with instant fallbacks.