Thoughtful design requires constant customer advocacy.

Design with curiosity, empathy, authenticity, and rigor

Increased outcomes and strong returns for humans will benefit the business, so prioritize quality of craft, efficacy, and ethics

Talk to humans and identify their real problems and verify them

Observe people and develop a deep understanding of their burdens before assuming an understanding of the problem

Look for uncommon perspectives and think beyond the digital space

Validate the work with real people, always assume something was missed, and have a technical understanding of how the experience will be made

Nothing goes well without the right research!

My favorite part of the design process is working with customers to establish the white space we will design within.

Spending time with the people affected by our work lets us understand their needs so we can make the consequential products that people actually need.

Careful observation uncovers insights that lead to a transformational design that seems obvious, match what our customers want, and benefit the business.

Spending time understanding the business needs ensures what we make can actually launch.

The culture of a team, company, workforce, etc. is defined by how those people are treated. I've worked in a lot of toxic environments where leaders thought that was how things should be. I have since learned that treating people poorly and grinding people into the ground to make the stakeholders happy destroys the work, but also destroys the people doing the work. These are management decisions made from a place of fear.

Great work comes from a great culture. All culture is defined at the top. There is no room for fear in effective leadership.