A note
While lot of my UX strategy and design work lives behind closed doors, I’d love to share the principles that shape my approach to product design. These are commitments I stick to in creating meaningful experiences. If you’re curious about specific examples, please reach out through my contact form.
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Human-centered
Good design should have a singular focus of making life better for the people we serve. If those people are not at the center of design work (knowing how they feel, what they need and what they want to do), it’s not human centered.
Healthy work environments
Everyone we work with deserves to feel trusted, empowered, valued and respected. Employee satisfaction directly relates to quality of what is being designed so taking care of people who are doing the work is a win win.
Measure what matters
Page traffic, conversion rate, cta clicks and time on page are not things that people use to measure their quality of life, why should we as designers? Asking people, “Did that help you out?” at the right time and listening is what we really care about. The next question should be ‘why or why not?’ which can and should be answered in part by understanding measurable business and product metrics.
Experiment mindset
A learning from a well designed experiment is really neither good or bad, it just tells you more objectively what happened and lets you improve. A poorly designed experiment however can be wasteful and even destructive. Poorly designed experiments risk giving the illusion that something was learned, reinforce bias, and steer your business and clients in the wrong direction.
Design sets us free
It’s about empowering choices rather than creating dependencies. I hope that you enjoy this website as long as you want to and move on with living your life in the present.