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Designing superior experiences, envisioning facilitating organizational change.

Integrating technology, services, and business models to generate unique value.


While every project is unique, I apply one of two approaches that I then tailor based on then given situation:

  • Design Thinking (Ask questions and seek answers)

  • Lean-startup (Make statements and test assumptions)

As each of these approaches assumes iterations, there are three critical development phase I address as needed:

  1. Problem-Solution Fit (There is a problem worth solving, you have a way to solve it, customers believe your solution solves their problem)

  2. Product-Market Fit (You can deliver your solution, customers will buy your solutions, the price customers will pay matches the price you would like to set)

  3. Launch to Scale (What is the minimum offer needed to go-to-market, what are the minimum capabilities needed to deliver that offer, how do an offer and capabilities develop overtime)


hether a project requires asking questions and seeking answers (Design Thinking) or making statements and validating assumptions (Lean Start-up), and idea will only become reality at the intersection of customer desirability, financial viability, and technology feasibility.

Early on while an undergraduate student studying Industrial Design I realized:

  1. I found designing experiences more interesting than designing objects

  2. I would rather bring an idea to life (my own or others') than come up with an idea

The first insight took me down a path that eventually led to my current role as a Service Designer. In this role I achieve results by:


I seek to understand people in context, understand complex systems & problems, and understand potential futures. This ensure concepts and decisions made are human-centered and based on actual needs.


Understanding a user is only worthwhile if it helps to drive business success. With this in mind, I identify opportunities, reframe problems as needed, and develop viable strategies or plans as aligned to business objectives.


As a trained Designer I see it as my responsibility to facilitate collaboration and creative problem-solving. This includes generating, screening, & visualizing ideas, developing, prototyping & validating concepts, and defining the people, processes, & tools necessary to implement an experience.

The second insight has meant an on-going focus on supporting organizations in building capacity to develop and deliver superior experiences. I work with teams, programs, and businesses, to ensure they can achieve long-term success and sustainable results after a particular project or engagement is over.

For me this means giving design away, and I'm good with that.

Project description, setup, structure, background, goal, overview; activities, steps, findings, results, problem-improvement; project-related challenges, conclusions, value brought to project; quotes

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