How I Work

Two ways into
how I think and design

One is about mindset — how I frame problems before touching Figma. The other is the framework behind every design decision I make.

01

Emotion First,
Interface Later

How I think about a design problem before drawing a single frame. The questions I ask, the tensions I map, and why I almost always start with emotion — not interface.

  • What is the user feeling at the exact moment they open this product?
  • What's the emotional cost of friction here — anxiety, confusion, shame?
  • What would make this feel like it's on the user's side?
  • What should I deliberately not design?
See my mindset complete →
02

Emotional State
Architecture

A repeatable system I built to design products that retain users through clarity, not pressure. It maps emotional states to design zones and mascot behavior.

  • Why gamification without punishment is a retention strategy
  • How mascot UX externalizes the user's emotional tension
  • The 60/40 zoning model that drives every screen layout
  • How ESA moves DAU, churn, and perceived control
See the framework complete →