My principles influence how I lead, coach, mentor, explore and create solutions.

• Useful

  Usefulness is be the highest priority. The number one reason a product (or business for that matter) fails — nobody wants it.

  Making useful products increases customer satisfaction, addresses market competitiveness, increases user adoption and retention, and perhaps most importantly lays the foundation to scale your audience.

  By understanding your target audience's needs and designing with purpose, you create products that provide real value and make a meaningful impact in the lives of your users.

• Obvious

  Your designs should feel be obvious. Focus on creating intuitive and easily understandable interfaces, or experiences that meet your customer expectations.

  Doing so will minimize the learning curve, and enhance usability and satisfaction. Obvious designs improve efficiency and productivity, support accessibility and inclusivity, build trust, and empower users to make informed decisions.

• Simple

  "Simple" is all about keeping things straightforward and user-friendly. It's not just about making the first action crystal clear; it's about stripping away unnecessary complexity that hinders customers from seeing the bigger picture and understanding the full value of a product. When things get overly complicated, it kills the spirit of exploration and prevents users from finding those hidden gems of extra value.

  By embracing "simple", you make it easier for users to navigate, understand, and engage with a product. It reduces the mental burden, encourages exploration, and lets users dig deeper to uncover more awesomeness. Plus, a simple design is scalable and adaptable, ready to grow alongside the evolving needs of your users.

  So, keep it simple, my friend, and watch as users embrace your product with open arms, delighted by its ease and impressed by the value they discover along the way.

• Unified

  When your visual artifacts, language, tone, colors, and even those tiny interactions all work together seamlessly, magic happens. It builds trust and familiarity.

  See, when your design stays unified, it creates a strong brand identity that people can recognize from a mile away. It's not just about the product itself; it extends to social media, ads, and all those other places where your brand shows up. It's like having your own VIP queue, where people know exactly what to expect and feel connected to your awesomeness.

  And here's the icing on the cake: that unified experience builds an emotional connection, making users feel a sense of familiarity with how your product makes them feel. So keep it unified, my friend, and watch as people line up to be a part of your unforgettable design journey.

• Pretty

  Pretty designs bring joy and make user experiences more enjoyable. They capture attention, spark interest, and create positive emotions that keep users engaged. Aesthetically pleasing designs also convey a sense of professionalism and quality, building trust with users and enhancing brand reputation. They help your brand stand out and be memorable, creating a distinctive visual identity that users can recognize and recall.

  Furthermore, pretty designs encourage users to explore and discover more, providing an intuitive and visually appealing experience that increases user confidence and willingness to interact with the product. By prioritizing aesthetics, you can create engaging and memorable experiences that resonate with users.