GUIDING PRINCIPLES

1. Create from a place of love
Great design comes from understanding what the user needs, and goes beyond when possible. It boosts success and is highly functional and useful. 

2. Trust the process.
It's easy to find a problem and jump to the first solution that appears, but the process is here for better results. Understand the problem and how to measure success. Ask the right questions. Research. Sketch, wireframe, design. Iterate quickly and test it. Take time to do things properly.

3. Design is more than visuals. 
Creative problem solving goes deeper than stylistic representation. It should communicate a clear message and vision. Content is king. Design cannot work properly if the product is malfunctioning.

4. Only the essentials.
Good design is simplified down to the bare essentials so nothing distracts from the message. "Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away." (Antoine de Saint-Exupery)

5. Stay honest.
Borrowed from Dieter Rams' Ten Principles for Good Design, "It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept."

Design goes beyond my profession. It is a way of life, a way of seeing. It’s confronting problems and being willing to reconstruct them to find the best solution. It’s knowing where to place focus. The creative process is flexible enough to navigate through many complex problems of life. My goal is to use it to the best of my ability to improve the world around me. I am always looking for ways to improve my skills and for inspiration to spark more variety in my ideas.