Principles

How I work, in two halves: design the right thing, then design it the right way.

Design the right thing

Don't blindly build what's asked for. Challenge it, cut what doesn't make sense, and work out what's actually right for the business, the engineering and the users, not what simply looks nice. The best engagements are the ones where I'm directing this directly, with support from my designers.

Design it the right way

Validate as you go. A prototype beats a static mock, and that's been true for most of my career; AI just makes getting there much easier, so we iterate faster and the product comes out better. AI supercharges our judgement, context, speed and execution quality, but the judgement itself stays with me. And every client is set up so the standard holds after we roll off.