I believe that design is more than simply creating beautiful aesthetics. Design can be strategic, used to create a competitive advantage and when applied correctly create significant market value for an organization. Design is a process that explores the desirability, feasibility and viability of innovative new ideas. I’ve used this process to discover, define and develop innovative new business models, products and experiences for some of the largest and most customer-centric companies in the world. One of my most important leadership principles is that I obsess over my customers. So too little surprise my design principles are a set of considerations that form the basis of any good user-centered product. They heavily influence the decisions I make, the questions I ask and the design process I embrace.

Be Accessible

Create multiple ways to navigate spaces and experiences that support users’ needs to locate, and explore information and meander.

Be Learnable

Create sustainable and scalable design patterns that can be consistently applied and easily learned or recalled by the user.

Be Simple & Easy

Improve the clarity of the system what we are asking users to do. Decisions should require little effort and be made with confidence.

Be Human

Use the natural language of the user, create an experience that listens and responds to users and has character and personality.

Be Contextual

Know where users are coming from, where they currently are and where they are going.  As context changes so do their needs.

Test Early & Often

Know your users better than anyone else. Incorporate them throughout the design process to learn what works and what doesn't.