UX Strategy
For me the greatest tool in any design strategy is a clear understanding of the true context of a problem. Key to this is partnering closely with the stakeholders and paving the way for the UX team to do great work.
Getting context
I believe in deeply understanding the context of each problem to develop the most effective solutions. Investing in the wrong solution is costly, whether it's solving the wrong problem, failing to meet user or business needs, or being technically impractical. By thoroughly analysing the landscape, I ensure we stay on the right path and deliver optimal results.
Partnering with stakeholders
My key to success is building trust with stakeholders and partnering to understand each other's goals. Identifying the ideal outcomes for the business, understanding the user's true needs, and being open to a range of ideas and solutions are crucial. These all ensure that a project achieves the best possible results for the resources invested.
Creative Direction
Direction style
With any project where I direct the work, my goal is to level up the team members during the creative direction process. This ensures they become more confident as practitioners, producing higher quality work and progressing strongly through their career.
Growing team members
My leadership style focuses on questioning and challenging decisions, sharing knowledge, and connecting team members with specialists or other teams. Building empowerment and autonomy is the foundation to this approach. Instead of giving direct instructions (“put this here,” “make this bigger”), I encourage broader thinking (“what other techniques could help you solve this problem?” “have you considered talking to X in another team who is doing something similar?”). This enables people to do their best work while continuously learning.
Design Process
Collaboration & systems thinking
A systems approach to design and product work is key. From selecting the right photography, developing an IA, wireframing a footer, or designing a business workflow, thoughtful and collaborative design consistently enhances projects.
Double diamond & toolkit of options
I'm a fan of the double diamond approach to UX and design, ensuring we identify the right problem before determining the best solution. Flexibility is key; with a vast toolkit at our fingertips, I prefer selecting the right tools for the problem and scope rather than rigidly adhering to a methodology.
Management
Team building and trust
I build team cohesion through easy going and open practices that promote trust and camaraderie, consistently demonstrating the values I advocate. By giving team members their own voice and opportunities to lead, they grow in their careers and develop into leaders themselves.
