A UX leader facilitates user centered design to successfully meet the goals of businesses and the needs of our users (humans). I do this by curating a team of individuals with different skill sets and experience, and then guiding them through a process that ensures the successful creation of products.


Our process is how the magic happens. If you don't add the right ingredients in the correct order while baking a cake, it may not turn out right. UX is exactly the same.


Far too many products are built based on educated assumptions and not validated ones. This approach creates half baked products that: only partially meet users needs, and never fully reaches its original goals.


Form follows function is a famous design axiom from architecture that I believe is equally key to creating digital products. A good user interface is designed to efficiently enable the user to meet her goals with the least amount of friction and effort. The best interface is the one she doesn't even think about.