I work hard so people don't notice what I do.
That’s not entirely true. A ‘Wow!’ or a ‘Nice!’ is pretty satisfying. The un-furrowing of a brow is a job well done.
Practically speaking, I listen to people, learn what’s important to them and pay attention to their context.
Coming from a visual design background evidence-based design is a revelation. The process and the journey are fascinating and fundamental to making better choices, making sure the right ideas are taken forward.
I want products to make sense. If they feel logical or obvious to the people that use them then I've done my job.