UNDERSTAND
Learn the problem, the people, and the context.
Complex systems.
Clear experiences.
A snapshot of how I think,
design, build, and iterate.
Thinking Process
A simple process I use to solve complex problems and improve products over time.
REDUCE
Cut the noise. Keep what matters.
STRUCTURE
Organize the flow, data, and decisions.
BUILD
Turn the idea into a clear, working solution.
OBSERVE
See how it works and where people struggle.
ITERATE
Improve it based on what you learn.
Understanding the Real Workflow
Before I design solutions, I ask the questions that reveal where the system helps, breaks, or creates workarounds.
Watch forRepeated steps, waiting, duplicate entry, context switching, and places where software does not match the physical work.
InvestigateObserve tasks in context, map the actual sequence, and compare it with the intended workflow.
GoalReduce unnecessary time without removing the information or safeguards people genuinely need.
Watch forAmbiguous states, dense forms, unclear feedback, repeated manual entry, and decisions that depend on memory.
InvestigateTrace errors back to the moment the wrong choice became easy or the right choice became unclear.
GoalDesign the workflow so the interface helps prevent errors instead of only reporting them afterward.
Watch forSpreadsheets, notes, messaging apps, copied IDs, and other tools that bridge missing parts of a workflow.
InvestigateUnderstand what the outside tool provides that the primary workflow does not.
GoalBring the right context into the product without making every screen heavier or more complicated.
Watch forSticky notes, memory, unofficial steps, Slack messages, and “ask this person” moments.
InvestigateShadow experienced and newer users and map the real workflow against the documented one.
GoalBring critical knowledge into the product so the workflow is repeatable, teachable, and less fragile.
Watch forHigh-frequency actions, repeated navigation, tiny delays, and common decisions users make all day.
InvestigatePrioritize by frequency, time cost, error risk, and number of people affected.
GoalFind small changes with outsized operational impact rather than chasing novelty.
Built for This Kind of Work
The problems Octopus is solving line up closely with the way I’ve spent my career designing and building products.
COMPLEX WORKFLOWS
I like products with a lot happening underneath the surface. My job is to make that complexity manageable for the person using it.
DESIGN SYSTEMS
I build reusable patterns so products stay consistent as features and teams grow.
DESIGN + CODE
I work beyond Figma in HTML, CSS and JavaScript, which helps me stay close to implementation and collaborate naturally with engineers.
END-TO-END + CROSS-FUNCTIONAL
With Pluvi, I’ve taken a product from problem definition through architecture, design, development, launch, and iteration. At ICF, I delivered across 100+ digital projects annually with design, development, strategy, analytics, and stakeholders.
Proof in Practice
A few examples of solving complex problems and shipping real impact.
01/PLUVI
From complexity to a shipped product
- PROBLEM
- Artists manage releases, shows, merch, EPKs, and other workflows across disconnected tools.
- WHAT I OWNED
- Product architecture → UX → design system → front-end → launch → iteration.
- WHAT IT PROVES
- Zero-to-one ownership, complex workflows, systems thinking, and designing close to code.
02/ICF
Designing at organizational scale
- ENVIRONMENT
- Large cross-functional teams, multiple stakeholders, and complex digital programs.
- WHAT I OWNED
- Design systems, reusable patterns, stakeholder communication, and delivery across many concurrent projects.
- WHAT IT PROVES
- Operating in complex organizations, influencing decisions, and delivering at scale.
