When Steve Jobs said, “Design is not just what it looks like and feels like. Design is how it works,” he captured the essence of what I believe design is really about.
Design isn’t decoration. It isn’t about adding more. It’s about revealing the essential — the structure, the flow, the details that make something usable, memorable, and human.
My process mirrors a sprint: start simple, move quickly, test assumptions, refine. Each loop strips away noise and gets closer to what actually works. The end result shouldn’t just look good; it should feel natural, obvious, almost invisible.
Great design is when you don’t notice the design at all — you just use it, and it works.