How I think about design and strategy.

I recruit and align my teams with a customized set of tools: two quizzes, applied visual maps, 1-on-1 interviews, and group facilitation work, culminating in a standard charter and the foundation for our team’s culture.

I specialize in qualitative interviews for market insight research, a process that brings out the journalist in me. I also take deep dives in academic research journals to find connections and contrasts between our findings and peer-reviewed work around the world.

I find great success with strategies that are vivid and specific in their “playability.” The game changes from project to project, and I take the time to construct a winnable game for my team, which leads to satisfying wins for our audience and the greater public.

Iterating for well-designed business outcomes isn’t all that different from the crit and revision process in more traditional design practices. Instead of presentation decks and asset folders, I ship pilot walkthroughs, storyboard concepts, fake door tests, and more.

My teams and I always arrive in full force on big presentation days. I utilize story tactics and teaching frameworks to connect myself and my team members to our own unique powers of persuasive logic and emotion. When there’s a stage, we always stop the show.

While working in student affairs, I developed a great appreciation for the role of guided reflection in personal growth. I apply this lens to debriefing with all of my teams, combining those standard retrospectives and playbacks with my design thinking methods.