why i do what i do


Bad UX is sad UX.

And it’s painful for everyone involved.

Each failed interaction is an empty promise that takes its toll on customers, employees and even, the brand.

Maybe not today, maybe not tomorrow, but someday … and soon.

Photo by burak kostak on Pexels.com

What hurts the user/customer

  • Broken trust
  • Poorly labeled buttons
  • Too many clicks to finish an online task, or too few
  • Robocalls, clickbait or hiding a price until the item is in cart
  • Putting a lead form in front of EVERYTHING
  • An un-authentic story

What hurts the UX process, the outcome and employees

  • Overly aggressive timelines
  • Doing too much with too few people
  • Not knowing the problem we need to solve
  • A carbon-copy strategy or purpose centered
  • An undefined audience/persona

Being an ambassador for good design and purposeful content became my life’s work.

My journey to user journeys

My fascination with UX started in 2005, when I went to work for a company that had the guts and foresight to invest in user-centered design in the late ’90s.

The company had the talent: usability engineers, information architects, visual designers, accessibility practitioners, front-end developers, content strategists and more.

The tools: cutting-edge research, an in-house usability lab, and prototyping tools. When they couldn’t find a project management tool for online work, they BUILT one.

The entire department was freakishly obsessed with the user.

That was it for me. I was hooked.

(I would have done it for free.)

Wait, forget that part.