Content dictates design, so I start with what the site has to say and to whom. I review competitors and category leaders, use AI to move faster through research, and turn what I find into a few clear decisions
I present one strong direction and guide the client to a decision in a small number of review rounds. When it helps, I prototype in HTML so the client sees the real behavior early. Then I build the site in Webflow myself, so nothing gets lost in a handoff. And I give every element room to breathe: in digital, you don’t pay by the pixel.
