My career vision is to evolve as a UX leader and designer; helping cross-functional teams create authentic, engaging experiences that deliver clear value, resulting in stronger trust between brand and users.
- crafting a north star, vision and roadmaps that align up and across the organization, and within the UX teams, for a SaaS, ecommerce or related company
- translating insights into design opportunities to create concise strategies and design executions against business objectives and users' needs
- continuing to find and foster the growth of talented, compassionate, intelligent people in a positive culture of clarity, learning, empowerment and flow
- evangelizing an intellectual basis for design discussions, practices, a shared language of design thinking, and innovation with executive, product, engineering, research and other groups
- evolving UX practices in an Agile cross-functional organization
- measuring our work so we can feel accomplishment and grow
- creating feedback-rich, emotionally engaging software experiences that provide self-endorsed, intrinsic value to users
Teams I’ve worked with and supported include:
A need turns into an invention and SaaS product to help millions.
Building trust between people and brands through software is challenging. I work with teams to solve this.
I work closely within organizations to establish a clear vision, create and lead teams, and ultimately deliver software that is valuable to users. This statement sounds simple enough, but it requires creating experiences that engage users in authentic ways, helping them see progress towards their self-endorsed goals to better envision who they can be.
In addition to 20 years of running software companies and directing design teams, I’ve refined user-centered design practices to go beyond utility, task-focused software by focusing on human behavior and business results.
Designing for Trust
I strengthen the relationship between people and brands through better software engagement
Can we offer users more than usability and task efficiency?
Is task-focused UX Design the best way?
The bulk of BtoB and BtoC software are task-focused utility experiences. The software meets business and users’ needs via established mental models, ux design patterns and performance metrics. This is good.
There is an opportunity to engage users more deeply.
I believe the future of UX design includes leveraging behavioral and game design to create feedback-rich, emotionally engaging experiences that flourish where users are most receptive.
The Evolution of UX Design is Authentic Engagement
What is Authentic Engagement?
- reflects progress towards self-endorsed goals
- feedback-rich where people are receptive
- focused on users’ values and goals
- relevant and clearly valuable
- humane; intrinsic over extrinsic values
I believe authentic engagement is achieved through a deeper understanding of people’s behaviors, motivations and abilities.
Engagement is most effective when users have autonomy, competence and relatedness.
Better engagement leads to better outcomes and trust.
Designing for Consensus
Great design can bring clarity and consensus within an organization. I encourage a transparent process that iteratively produces increasingly detailed, visual assets to bring stakeholders together to solve a common challenge.
Value is especially created and demonstrable when a product is well designed, people are properly trained, and the UX process is easy to understand and utilize. Ultimately, diverse organizational groups like product, technology, design, marketing, support and executives can more easily speak the same language, stay informed, and get behind one vision.
Concise design artifacts can be shared up, down, across, and between organizations to build consensus
When you don't design for Consensus, change gets expensive
The 1 : 10 : 100 Rule
For every $1 to fix a problem during Research and Design, it would cost $10 to fix the same problem in Development, and would cost $100 to fix the same problem after the product’s release. Source: Forrester
Ideas, opinions and articles
Onward and Upward
Consulting and Advising
It’s safe to say I’m used to working and supporting cross-functional teams creating software across all stages of product development, business strategy, and design. If you’re working on a problem related to improving user experiences for complex business and consumer software through deeper engagement there’s a good chance I could be of help
I limit my consulting, advisory and tactical work to a select group of companies and individuals each year. If you'd like to discuss possibilities, please reach out
Let’s make experiences better, together.