UX Design Strategy and Related Expertise

I've been a practitioner of design thinking, branding, content strategy, and user experience (UX) design for over 17 years. I'm also a Certified Scrum Product Owner©.

I love the way that these disciplines interact to create great end-to-end experiences and how they tap into my passions for technology and design.


Scrum & Agile

"Scrum is not a problem-solving framework,
it is a problem-surfacing framework by creating maximum transparency."
Tolga Kombak, Scrum and agile coach and trainer

Agile methodologies, including scrum, are all the rage right now, not just for software development, but in the development of any product or service that needs to be made quickly and made progressively better.

Scrum is a very clear way to get everyone on a team organized, prioritize work, get that work done, and then find room for improvement (both improvements to the product/service and to the team's processes).

As a Certified Scrum Product Owner, I'm equipped with the expertise to create a product vision, order the product backlog, and make sure the best possible job is done to delight the customer.

Design Thinking

“Design is not art. It is about crafting solutions to real issues.”
Mark Boulton, Designer, Blogger

Design thinking is a proven and repeatable process to solve problems following 5 steps: 1) empathize, 2) define, 3) ideate, 4) prototype, and 5) test (and iterate as many time as possible, of course).

Anyone can do it—not just designers or artists and it can help solve tough or elusive problems, even the "problem" of designing a better life (called life design).

Through design thinking, I can help you empathize with your client, customer, or audience; believe in your creative power; and be unafraid of failure.



“Your brand is what other people say about you
when you’re not in the room.”
— Jeff Bezos, Amazon Founder

Great brands are authentic, empowering, and allow you to meet your goals, business or personal. Whether you're branding a product, company, or yourself, it's important to remember some basic branding truths.

I can help you create a brand that is:

  • so much more than just your logo or slogan

  • the way people feel about you, your product, or your company

  • an identity that differentiates you from the competition and shows value to your customers

  • something that others create for you—with or without your input, because, as Marc Ecko once said, "Your too are a brand. Whether you know it or not. Whether you like it or not."


Content Strategy

“Content is like water. You put water into a cup, it becomes the cup.
You put water into a bottle, it becomes the bottle.
You put it in a teapot, it becomes the teapot.”
Josh Clark, Writer

Content is King! People are visiting your site, or using your app, to consume content of some sort. Hence, content needs to be considered before any design is done and should drive all other decisions (imagery, colors, typography—they all come after content).

I can help you ensure that every piece of content aligns with your brand, your goals, and what your audience is wanting or needing from you. If your brand is fun and whimsical and your audience is young, tech-savvy, and likely viewing your content on a mobile device, the tone needs to be personable and the length needs to be fairly short. If your brand is more serious and you are publishing educational content, the tone needs to be more authoritative and the length can be longer.

One more thing, please proofread—mistakes add up and erode trust in your brand.


User Experience (UX) Design

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou, Poet, Civil Rights Activist

UX design is a broad term to describe a group of discipline involved in creating usable digital experiences. It can involve content strategy, information architecture, visual design, SEO, accessibility, development, user research, and many other disciplines.

i help ensure you have an end-to-end experience that is helpful and valuable to your audience or “users” by making sure that every decision centers on how you’re making your users feel, what they think about you, and what value you’re offering them.

Done correctly, UX helps ensure that people using your site or app get what they want out of it (communicates clearly), feel great about you or your product (reinforces your brand), and are more likely to take an action, whether that means buying, subscribing, or contacting you (meets your goals).