I evaluate criteria based on relevance, impact, and alignment with objectives. Each factor is prioritised by importance, reach and impact ensuring a balanced, transparent, and effective decision-making process.

When time is tight, I start with the data we already have. I'll dive into our funnels to see where users are dropping off and run unmoderated tests for quick wins. If I need immediate feedback, I’ll do some guerrilla testing with colleagues or people in the field to keep the momentum going.

I use multiple metrics but the most common are:

Conversion Rate: The percentage of users who complete a desired action (e.g., signing up or buying).

Retention: How many users keep coming back versus those who leave. Good design makes a product "sticky."
 
Customer Lifetime Value: Measuring if design improvements lead to users staying longer and spending more.

To ensure consistency across frameworks, I treat the design system as a product, not a project.

I implement a Design Token architecture so that fundamental styles remain framework-agnostic.

I lean heavily on Storybook or a similar platform to serve as the visual 'truth' for developers. I work closely with engineering leads to ensure that component APIs are mirrored; if we change a border-radius in the system, it propagates through our build pipeline to all repositories.

Finally, I maintain a Design QA loop. No component is 'done' until it’s been tested against the Figma spec in the live environment, regardless of the framework being used.

Before pushing pixels, I must understand the business objective. What business metric are we trying to move, and what is the core user pain point?

I collaborate with Engineering and Product Managers early to understand technical constraints.

Design is a series of hypotheses and test them with real users to find the most intuitive path.

Throughout the process, I maintain a systems-thinking mindset, ensuring that whatever we build is scalable, accessible, and documented for engineering.