Business to human

In every assignment, I work for the person who will use the result. That might be a patient trying to understand treatment, an investor weighing a decision, or a designer trying to get a project through review. I start with what that person needs to know or do, and what could get in their way.

Business goals give the work direction. The end user's experience guides the choices: what we explain first, how we organize a screen, which words we use, and how much effort we ask of someone. I want the work to help people move forward with confidence, without simplifying away information they need.