Since 2008, my focus has been on producing work that creates an impact. From the initial strategy to final delivery, I insist on approaching each new project with curiosity. I customize my process for each client, tailored to fit their needs, the scope of the project, and the overall budget. I obsess about the details and am not happy until my clients are happy.
User Experience Design
User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products. The primary purpose of UX design is to meet the needs of the user, without presenting any difficulties or distractions. Good UX designers ask, “Is the system easy to learn and efficient to use – is it pleasant?” When products are simple and elegant, they are a joy to use. There are many factors that contribute to usability. The main deliverables include wireframes and prototypes. These deliverables clarify how a site or app will work and they allow us to think through the more complex problems that might surface later on.
| User Research | A/B Testing |
| Wireframes | Multivariate Testing |
| Prototypes | Flow Diagrams |
| User Surveys | Measurement & Reporting |
User Interface Design
The primary purpose of an interface is not to be pretty – it should allow the user to easily complete the task they set out to accomplish. Interfaces can either hinder our experience, or they can enhance it. A successful interface starts with brainstorming a variety of concepts which are then sketched out or drawn on a whiteboard. The interface should be free of clutter, intuitive to understand, and include only the essential elements.
| UI Prototyping | Visual Design |
| Responsive Design | Style Guides |
| Sketches | Accessibility |
| Mobile Applications | Interface Design |
Branding
There’s more to creating a successful brand than having a great logo (though that’s part of it). A good brand strategy starts by asking what you want out of your brand. How do you expect people to experience it? Who do you want to use your product or service? It’s important to develop a brand strategy that speaks to this demographic. Remember, branding is more than just the visual aspects, it’s also verbal. How do you want the logo to impact your target audience? What is the tone of your brand? When your users read your copy, is it personable? Is it consistent? These are all important questions to consider when bringing your brand to life.
| Brand Positioning | Brand Tone & Voice |
| Identity & Logo Design | Competitive Analysis |
| Market Research | Product Naming |
| Brand Guidelines | Slogans |
The Process
Research & Define
The very first step in my process is research. In this information gathering stage, I find out everything there is to know about the product, the competition, and the customer. Then it’s on to the most important part of a successful design process – defining the goal; which helps to reduce a complex brief to a clear strategy. The goal stimulates my brain to begin an active mental search. “How might I accomplish ___x___?” The goal and solution are like a question and answer. In order to find the right solutions, you must first ask the right question.
Design
I don’t design for designers, I design for people. I believe that by practicing humility and being open to new ideas I can push the boundaries of what is possible while removing obstacles for users – I want people to smile. Empathy and curiosity are critical prerequisites for creating amazing experiences. It is my job to solve problems and I strive to do better with each iteration; to identify problems that currently exist as well as find problems that have not yet manifested for the user.
Test & Gather Feedback
I do not seek praise, I seek criticism. I measure the success of my ideas by their impact on the world. As a steward of the creative process, I know that the wrong design can actually reduce the sales of a product. I gather feedback by listening to the user – after all, they’re the ones using the product, why shouldn’t they get what they want? They serve as a source of truth, and help challenge the norm, the status quo, the everyday cliché.
Iterate
In addition to being a designer, I consider myself a data scientist. My design decisions are rooted in objective thinking. My process parallels the scientific method, which is the process of discovering cause and effect relationships by asking questions, carefully gathering and examining the evidence, and seeing if all the available information can be combined into a logical answer – this process informs my design decisions. I believe that the reward comes in creation and re-creation, not just in the consumption of the world around us.