I’ve been lucky enough to spend the last 14+ years working with some of the top brands to create products and experiences that touch people’s hearts. During that time I’ve come to realize that the same philosophy applies to people and to brands: that in order to know what you want to make, you must first know your values and principles, and be able to speak to why your idea needs to exist.

I believe in UX that is rooted in a brand’s values and defined by user research.

I believe in the real definition of MVP and creating products that are meant to be used rather than just win awards.

I believe that real strategy must be driven by a measurable business case and backed up by competitive and comparative data.