Design Philosophy

I believe that good design can change the world. What else do I believe? Glad you asked...


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Trust the design process.

Where are we going? What’s the answer? These are constant questions for the ambitious process of design. Guess what? The answer is often who knows? While there is a pretty trusted work flow (and guess what, it works!), there is no straight line to innovation. The journey is the destination, my friend.


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Go crazy, but not too crazy. 

Extremes are key to innovation. Both in ideation and testing. In ideation, they motivate teams to keep pushing, inspired by the notion of what could be. In prototyping, they help set perimeters for what’s too far and what’s not far enough. However, it’s important to recognize the moments in which to push, and in which to reign it in. What’s truly comfortable for one company could be truly terrifying for another. Considering desirability, viability and feasibility help invite empathy for the recipients of the design. And empathy? Well, that’s just about one of the most important things out there. 


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Build the dream team. 

Good design doesn't exist in a vacuum. And such, good ideas usually don’t come from just one individual. Each of us come from unique backgrounds and bring with us individual  experiences, mindsets and problem solving capabilities. The best ideas are built through collaboration.