About Me
310 — the area code of where I'm from, Los Angeles, CA. Born and raised. It's also how I work.
In basketball, a triple-double means elite output across three dimensions at once: points, rebounds, assists. The utility player achievement. I design the same way: craft, strategy, and measurable outcomes on every project.
The framework is 3 · 1 · 0 .
Three questions before any design work
- What does the user actually need?
- What does the business actually need?
- What are we explicitly not doing?
One north star per project
One metric. One outcome. Everything else becomes noise. Determining what success looks like before any design work starts is what separates fast, confident decisions from distractions.
Zero untested assumptions
The assumption that feels like common sense is usually the one that derails what actually needs to get done. Define expectations early, then find out fast what does and doesn't work.