Who’s the audience? What’s the goal?
It’s difficult to be successful in any creative endeavor without being able to confidently answer these questions first. Understanding to whom you’re speaking and what you’re trying to get them to think, feel and do is a critical step on the path toward creating effective brand experiences. Of course it should be beautiful—in its simplicity, in its complexity, in its utility—but beauty is subjective unless the first two questions can be answered clearly.
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Curiosity
I ask a lot of questions. I’m curious about process, about reasoning, about goals, about use cases, about biases and experiences. I have yet to encounter a situation that couldn’t be improved through curiosity.
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Creativity
I find tremendous value in using creativity to create beautiful solutions to problems big or small. Using creativity to design systems that improve people's lives is my biggest and most important goal.
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Empathy
Listening to different perspectives and needs is an essential part of designing anything that other people will see, hear, use, read, touch or experience in any way. Research is a critical component of what I do.