is for straightforward (about me)

Actually, it’s not about me — it’s about the user.

User experiences that are intuitive and frictionless need a design process that is focused. At the outset, I endeavor to define the simplest set of design problems and objectives for a given project before I attempt to design anything. I’ve found that this is the easiest way to keep a project user-focused from start to finish.

I employ this strategy whether I’m helping people purchase the right products, helping serious business user to do their jobs, strategizing a new brand, or even directing a photoshoot.