First principles

Understand your partners and meet them where they’re at. They won’t care what you know until they know that you care.

Design, done well, looks easy. Many hours of research, exploration and failure are hidden behind the simplicity of the final deliverable.

Design is a tool, like math. Before you design, identify the non-design outcomes your client and their users need. Measure them.

True invention requires risk, and challenges the status quo. Management must build a culture that demonstrably embraces dissent.

“User experience” is the formalization of time-honored methods. Formalized into UX, they’re now modular and open.

Design is problem-solving. Selecting one problem leaves others unsolved. This is a moral choice.