I'm a firm believer that most websites have way too much stuff. My approach is simple: start with nothing and only add things that actually matter. If I can't justify why something exists, it gets cut. Sounds obvious but you'd be surprised how hard it is.
This isn't just about looking clean, it's practical. Simpler designs load faster, break less, and age better. When you strip away the fluff, you're left with something that actually communicates. That's the whole point, right?
The Process
Research First
Actually understanding the problem before jumping into Figma. This step is boring but skipping it always comes back to bite me.
Rough Ideas
Quick sketches and wireframes to explore directions. Low effort here means I don't get attached to bad ideas.
Visual Polish
High-fidelity designs where I obsess over spacing, typography, and those details most people won't notice (but I will).
Iterate Until It's Right
Testing, getting feedback, and polishing until everything feels intentional. This takes longer than you'd think.
Tools & Technologies
Explore more