Empathize, define, ideate, test, repeat. It's simple stuff that can completely shift how customers perceive a brand. And the best part? This way of thinking works magic for nearly every aspect of a business.

Have a clear hierarchy, meet the users' needs, and for the love of god, keep it consistent. These are just some fundamental UX principles that make fantastic design possible, from product and engineering to marketing and brand.

Design teams and creatives work best when they're doing the best work of their lives - my job is to ensure they have the vision, space, and structure to let that process happen.