Core Philosophy

Whether I'm working as a UX Researcher focused on digital touchpoints or as a Service Designer examining the holistic customer journey online and offline, my fundamental approach remains the same: understanding end users to ensure teams build experiences that genuinely align with users' goals and needs.

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De-Risking Development

As UX professionals, we're constantly reminded: "You are not the user." This principle is crucial because actual end-users are absent when decisions are made about what to build for them. This creates a big business risk - learning after we've built something that there's no real need for it, that we've solved the wrong problems, or that we've built the right thing in ways users don't understand. All of these scenarios lead to the same costly (and painful) outcome: wasted resources on products customers won't buy.

 

Users in the Room

Amazon recognized this challenge in their early days by placing an empty chair in board meetings as a visual reminder that the most important person - the user - wasn't in the room. As a UX Researcher, my role is to bring the user's voice back into that room, ensuring their needs and perspectives guide every decision we make.