Start with the why
Before I open a design tool, I want to know what we're actually solving and who it's for. Skip that and you ship something polished that nobody needed. Every good project I've done started with a better question.
questions before pixels.
Design for a bad day
Nobody uses your product rested, on fast wifi, with time to spare. I design for the rushed commuter, the tired parent, the spotty signal on the platform. That's where good design earns its keep.
no perfect users here!
Make it with the team
The best work I've shipped came from engineers and PMs poking holes in it early, while it was still a rough sketch. I'd rather be wrong on a whiteboard Tuesday than precious about a mockup Friday. We ship better together.
us, not me.