“An interface is humane if it is responsive to human needs and considerate of human frailties.”

Jef Raskin


Design Thinking

Leveraging design thinking to uncover the who, why, what and how.

The design thinking methodology encompasses understanding human needs, defining directions based on those needs, ideating on ideas to support those needs, prototyping potential solution concepts and finally validating those prototype concepts against the defined needs to verify our assumptions are correct.


My Design Philosophy

  • I believe great products solve for use cases you haven’t even considered;

  • I engage with real users to understand their perspectives and needs. I work closely with stakeholders defining requirements that provide real value for the business and customers;

  • I believe collaboration creates better opportunities to deliver great products;

  • I believe products can always be improved and leverage lean UX principles to guide prioritization of ongoing updates resulting in the biggest impacts;

  • I believe you can’t anticipate every need, however, you can create products that scale effectively to provide moments of serendipity and offer opportunities for customers to surprise you


Dig deeper into my Design Thinking double diamond process.


Understanding User Needs 

The first stage in the design thinking process is to understand real user needs and empathizing with those needs. Leveraging a human-centric approach to gain empathy with our user's real needs allow us to cast our own assumptions and inherent biases aside.


  1. Quantity - Cast a wide net to uncover scope
  2. Quality - Bring the focus in to uncover subtle nuances and details

  1. Patterns - Identify patterns and create categorizations
  2. Archetypes - Formulate archetypes that align team members and stakeholders alike


Qualitative research efforts allow us to understand the subtle details around peoples intrinsic behaviors providing valuable insights into their situations, motivations, and desired outcomes.


Understanding the users journey 

Once we have a better understanding of who we are designing for, we need to identify the actions users take in order to achieve their goals and objectives. Journey maps are a great tool to visualize the processes that people go through and to understand the moments of joy and frustration they encounter along the way.


Understanding stages of use 

With the insights gathered regarding the target users and the journeys they take we can map this against the stages of use. It is important to think about the entire landscape of your customers' journey and how all the different touch points throughout that journey impact their relationship with your product and the overall organization.


  1. Introduction Stage
    The introduction stage is where the user learns about your product and decides whether the value proposition is inline what they are looking for.

  2. Growth Stage
    The growth stage is where the prospective customer becomes a real customer. This is make-or-break time and extremely important to create an on boarding experience that is as frictionless as possible.

  1. Maturity Stage
    The maturity stage is where you have an existing customer and your product offering is providing ongoing value. In order to keep this customer engaged you need to continually focus on their needs.

  2. Decline Stage
    The decline stage is where a customer isn’t experiencing the direct value any longer. You need something to jump start that relationship again or run the risk of loosing them.


There is a lot to think about and it can be easy to lose sight of all the intricate pieces that go into a complete user experience. It is important to align and understand clearly what all of the potential stages of use are for a given product or solution. Leveraging customer journey mapping as a tool provides teams with a visual cue that helps to remind folks of potential breakpoints.


Service mapping 

A product offering is much more than just a single feature. Often times the final solution provides access to a bunch of interrelated features and/or services. In order to determine how far your service offering should go, it is important to map against the overall business value you want to bring to the market.

Mapping features into proactive and reactive categories allow everyone to align on how your product or service works and where pitfalls may exist.