My approach to design is simple. As a foundation, I believe in Dieter Rams’ principles of good design. Good design is innovative, makes a product useful, is aesthetic, is understandable. Good design is unobtrusive, honest, long-lasting, and thorough. Most importantly - good design is as little design as possible.

And in an age where software developers are the new kingmakers, and the human experience is a culture of application interfaces, the employment of these principles requires a new mindset. Today, good design requires an understanding of digital beyond just that of a mere specification, but rather digital as an integral layer of the design process and user experience from start to finish. And herein lies my advantage.

I work differently than most designers in the space. My processes incorporate an iterative style in user experience, research, design, prototyping and development. I insist on being involved through the entire lifecycle of a project and expect the same from applicable team members.