I’ve developed design philosophies across all stages of design.

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Discover

Innovation begins with discovering a real, right now problem. Problem finding is the most challenging component of design, but I’ve found that engaging deeply with your environment helps make discovery a repeatable process.

(ex) I personally experienced the harmful secondary effects of smoke 90 miles away from my hometown, spurring me to brainstorm a solution for early wildfire detection, quickly evolving into an startup called InfernoGuard.

Experience & Empathize

My favorite tool in the early stages of design is observation. Physically seeing challenges allows me to empathize with the users and reframe the problem. I also enjoy conducting user interviews using frameworks like “Jobs To Be Done” to better understand the root feelings behind purchase decisions.

(ex) Hoping to design more inclusive helmet solutions for bike riders with thick and curly hair, I co-led a rigorous user testing protocol with 25+ users for my senior capstone project, CALYX. Our user study helped define users by hair type, hair style, riding habits, and behavioral traits.

Ideate

Brainstorming makes or breaks design outcomes. I believe the frequent, high volume brainstorming with teammates generates concepts that can be quickly created. As mockups become higher fidelity, scope will refine to a singular solution.

(ex) created 15+ thumbnail sketches followed by 5-7 working drawings for an Industrial Design project before finalizing a concept: a suite of furniture designs for my grandparent’s backyard to facilitate greater family reunion gatherings.

Produce

The transition from prototyping to product validation to production is painful. This is why considerations like design for manufacturing, design for assembly, and scalable production strategies are essential.

(ex) Using CNC machining and Injection molding techniques for a Toy Production course, my teammates and I refined our production process through CAD simulations combined with a little bit of good ‘ole trial and error. In the end, we produced 15 unique toys that rotated utilizing a snap fit.

Market & Sell

Even after building something your users actually want, converting prospective users to buyers is another hurdle. Transparency and vulnerability carve my path towards success.

(ex) Litterbox is where Wildcats store their sh*t. As Chief Marketing Officer, I led the sale of hundreds of paying customers, generating tens of thousands in revenue in the process. I produced marketing materials and supported the team through re-branding to reach Northwestern students in creative avenues.

Pitch

Above all, I believe that storytelling helps users, investors, and teammates alike understand your vision. I have been fortunate enough to lead workshops on the impact storytelling has on others, specifically with regards to pitching entrepreneurial ideas to investors.

(ex) Over time, I’ve developed a love for investment pitching, where I’ve coached 60 companies at Techstars, the world’s most active pre-seed investor, by leveraging my own experiences winning 17+ pitch competitions building my startup, InfernoGuard.