It all has to work together.

Thinking holistically has always been a key tenet of mine. Long before it became a buzzword, “System Thinking” is how I have approached design solutions.

I strongly believe that a company’s brand is every touch point your customer has with your product and service. This colors my approach to UX work: from figuring out what the problem is, to designing solutions and validating them, to prioritizing effort to get the biggest bang for the buck, it’s all part of a complete system. Some of these touch points are very apparent to the customer, and some are almost invisible, but they all matter, and they all have to work together seamlessly.