CORE VALUES

These are the essential rules that guide my design practice.

  • Know the "Why"

    Do everything with a purpose. Ideas for ideas’ sake are distracting. Reasoning, vision, and clarity of purpose are our greatest assets in the age of AI.

  • Champion the User

    It starts with empathy. Learn everything you can about the users. Prioritize them in each step and through every decision. When possible, talk to them, observe them, and co-design with them.

  • Do nothing in a vacuum

    Collaborate in context. Ideas get better when bounced off several brains. Most solutions don’t live on a 4k monitor. Explore and evaluate ideas in the relevant medium, format, use case, headspace, and time frame.

Process

Although design is never a linear process, I approach projects with this double diamond path in mind. The phases naturally alternate between expansion (ideas, knowledge, concepts) and contraction (focus, down-selection, distillation).