For me, design is all about getting the feeling right. Emotions drive actions, and when those emotions align with the identity/experience users want, the result is a product that resonates deeply. As design tools become more accessible, I see a lot of focus on looking cool or doing everything, missing what really matters—how you feel and what you need.

I start by doing solid research, talking with users, and understanding the business side to see what will drive growth. Then I move pixels to create designs that reflect the connection brands want and users crave.