The approach begins with an understanding of your goals and carries through the product development cycle.

Understand your goals

For your business, brand, and users  

Using an innovative framework, we map clear goals for your business, your customer, and your brand. This can be done in an intensive workshop, through interviews with you and key stakeholders, or through review of whatever information you have. The output is a decision matrix that guides the design and helps inform your choice of potential features. Inputs may include user interviews and personas, competitive analysis, expert evaluation and/or usability testing of existing user interfaces, and market research.  


Propose solutions

Sketch different approaches  

Based upon your goals, I create quick mockups of alternatives. This way you can more easily visual the possibilities and make an informed choice on how to proceed. Developers can begin to assess the technology implications. The chosen solution can become part of your business requirements. It’s often valuable to create simple prototypes for testing either in focus groups or in one-on-one interviews.


Design the 80% case

Design most common user flows  

Develop the most common and important user flows, in the form of high-level wireframes. This stage makes sure that the concept works for the so-called 80% case: the things most people will do most of the time, along with important flows such as enrollment. It’s a serious mistake to try to design for all conditions at this stage, since it inevitably leads to making all things equally difficult for the user. User testing is almost always a good idea at this point, adapting the high-level wireframes into paper or interactive prototypes.


Create the detailed design

Complete specification  

The devil really does live in the details. Small differences in a flow or in the placement of an element can make all the difference between delighting or enraging a customer. Many years of the exquisite torture of watching usability studies enable me to anticipate and resolve potential problem points. As much as I am inclined to say that customer experience is more than usability, I’m the first to remind you that any customer experience has to be easy to use or it will fail.


Follow through

I’m here to support you  

As a wise friend likes to say, “Life is a series of trade-offs.” As the project is developed, issues will come up: Unforeseen circumstances, pushback from someone on the team, technical problems, new requirements, whatever. I generally can resolve even difficult issues very quickly without causing further distress – and without compromising the success of the finished product.