About me.

Only where it actually earns its place. I use it to help guide my thinking, to brainstorm and work through ideas, and to fill in the gaps, and it takes the repetitive busy work off my plate so my time goes into the parts that need real human judgment. It never touches the things that matter, though. Anything that gets designed and shipped is my own work.

I really believe that keeping healthy feeds into a healthy mindset, and that it shows up in my creative output. So I stay active with running, weightlifting, and badminton. Outside of that, you'll usually catch me eating at whatever restaurant or café just opened, or out walking my German Shepherd.

It varies, because different projects call for different things. Some need proper user testing, others don't, and a lot depends on the situation, the context, and the information already available. That balance comes up constantly in agency work, where you're weighing budget against deliverables and deciding what matters most for the outcome.