Design Framework

Design is about people.

I practice human-centered design that puts people first throughout the design process. My work is informed by research-based best UX practices, Gestalt cognitive theory, and a commitment to clear written and visual concepts.

Good design starts with good writing.

Like good design, good writing communicates with simplicity and clarity. In both disciplines, the work must reveal a unique point of view, communicate a clear purpose, and present itself simply and directly.

Good design is invisible.

Good design is like oxygen. You only notice it when you don’t have enough.

Typography is the user interface.

Typography is the cornerstone of civilization because it enables people to communicate across time and space. Typography is the essential element in visual communications.

Process improves product

This diagram from Nielsen Norman Group illustrates the general process I use to understand challenges, explore viable solutions, and produce measurable results.

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