It is so unbelievably rare these days for a business to be meaningfully differentiated through its technology, or even its UX, alone. Emily Hayward Context switching is the enemy # 1 to high-quality work. And I've observed that most of it happens in the browser. For the last couple of years I've been trying to […]

I recently led a customer discovery bootcamp to validate the product hypothesis, identify the ideal customer profile (ICP), and get closer to the product-market fit. Through this bootcamp, we:  Identified the primary target audience through user research   Ideated, tested, and validated the messaging for the audience   Delivered user flow designs for the V1 of the […]

February 6, 2022

Two years ago, I completed my full time UX design diploma at BrainStation, Toronto. Having worked with UX designers in my previous roles, my goal was to gain a deeper understanding of the design process so that I can collaborate with designers more effectively.  I really enjoyed the experience and met some great people, while […]

November 1, 2021

Case study: Rebranding a 10-year-old boutique corporate law firm. Having started my career in advertising, I enjoy brand strategy projects, particularly rebranding. Rebranding because:  In most cases, the business undertaking the rebranding exercise is aware about their target audience.  The product-market fit has been achieved, which can help guide the rebranding decisions. I found this project on […]