Address Real Needs
Find the most important underlying needs and desires in customer experience.
Build empathy, follow curiosity.
Ask Great Questions
This is how I identify real needs – by asking open, nonjudgmental questions. Whether I’m asking people or searching media, the principle of open questions leads me to richer, better insights.
Generate Options Quickly
You have to see it to evaluate it. I like to generate multiple options quickly and then decide which is the most promising design or concept to develop further.
Build a Fitting Aesthetic
I use aesthetics to help people focus their attention and create the mindspace they need to optimally perform their online tasks.