I believe working from an Outcome Based Design foundation best incorporates the informed needs of all key stakeholders: Users, customers, and business. This maximizes the intersection of these goals, raising confidence in each project's desired outcomes.

Design Principles

a/Advocate for the Customer

As an advocate for the customer (user), I believe in designing for customer-centric experiences. As a former entrepreneur, I also understand business and customer goals don't often align 100%, so I work closely with stakeholders to increase the intersection of these two sets of goals, making them more complimentary and less contradictory.
b/Design Holistically, not in Fragments

Because users perceive experiences with a brand wholly rather than via a department or division, I believe design decisions are best made in relation with users' entire context-sensitive journey, and a holistic view of how the brand value fits within their life.
c/Collaboration Beats Competition

I believe a designer's most useful attribute is empathy, not just for users, but for their teammates, clients, and internal stakeholders. Understanding and assimilating the perspective of others, and working to bring seemingly disparate end goals together to create a memorable experience is the backbone of great design.

• Identify key business goals: Define project success criteria
• Identify user needs, motivations, and goals
We should rely on both qualitative and quantitative methodology. While quantitative tells us the what, qualitative informs the why.
Tools and Techniques
Design sprints, traditional facilitation (SWOT analysis, structured brainstorming, up-voting, consensus-forming)
Market segment analysis, contextual inquiry, interviews, surveys, competitive usability testing, process blueprints, journey mapping
Discover (Telescope icon)
02/Pattern Recognition and Prioritization

Use gained knowledge to identify patterns in user needs, find intersection with business goals, prioritize team work based on impact for each customer segment
Tools and Techniques
Affinity diagramming, persona development, user story writing, backlog grooming
Pattern Identification
03/Design Iteration and Testing
Design - Iterate
Using lowest-possible fidelity and working upwards (i.e., sketching, then wireframes, then visual designs), design user flows, interactions, and interfaces. Usability test each phase with particular emphasis and resources devoted early in the design cycle to minimize time and cost and maximize insight.
Collaborate with development and business teams to ensure product releases are aligned with well-defined goals.
Tools and Techniques
  • Paper and pencil
  • Sketch
  • Illustrator
  • Invision
  • Hype
Moderated usability testing in-person or remote if necessary, with typically around five test participants per round
Iterate through and improve design phases with usability testing, using knowledge gained from testers