Goal Directed Design

I use goal directed design principles to formulate a complete UX strategy, taking the guesswork out of building a great user experience.

I approach UX design from an “inside out” perspective. Utilizing proven qualitative research methods, I am able to discern use patterns and gain deeper insights into user goals.

Read more about the goal-directed design process as articulated by its founder, Alan Cooper.

The Work I Do

The work I do involves a variety of design skills ranging from low-fidelity mock ups and wireframes to fully interactive prototypes for usability testing and stakeholder review.

Great UX is built on a foundation of solid research. My research methodolgies include:

  • Interviews with product owners and stakeholders
  • Competitor analysis & audits
  • Contextual interviews with primary and secondary users
  • Ethnographic field studies of primary and secondary users

Analysis is the glue that holds the research and design components together during the feature, user story and acceptance criteria phases.

Design with the lights on

Many designers work in an environment akin to navigating in a dark or dimly lit room – one kind of knows where things are, but too often the occasional bump into a table or chair indicates things would be a lot simpler if the lights were on. A well documented Design System is like having a bright light illuminate all aspects of product development and design.

A Design System is way to organize all essential elements in the creation of a digital product. Not just a style guide, but a toolbox of modular code and interaction patterns that can be shared across development and design teams.

Download My Resume
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Mobile Wireframes & Prototypes

FNBO Banking & First BankCard mobile

Stillwater Insurance mobile

Web Wireframes & Prototypes

FNBO Banking Screens

Stillwater Insurance Screens

Responsive Prototypes

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Design & Illustration

I have been designing and developing websites for 10+ years. In addition to web design & development, I am trained as an illustrator and continue to paint and draw using ‘analog’ techniques such as pen, pencil and acrylic paints.


Digital Design

Web – Marketing

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Personas provide us with a precise way of thinking and communicating about how users behave, how they think, what they wish to accomplish, and why. Personas are not real people, but they are based on the behaviors and motivations of real people we have observed and represent them throughout the design process. They are composite archetypes based on behavioral data gathered from many actual users encountered in ethnographic interviews.*

In my role as a UX Analyst at FNB, I interviewed numerous users and was able to distill behavioral patterns from these interviews, which I applied to persona development. Typically the process was to gather potential users from product owners and applicable business unit. This is what I refer to as the ‘market segment’ pool of potential interviewees.


My interview questions were planned in advance of engaging with prospective interviewees. I based my questions on the psychology concept of Theory of Planned Behavior. Gleaning information in the three main categories related to the subjects attitudes, perception of subjective norms, and perceived control, allowed me to determine behavioral motivations.  From the questions and observational notes, behavioral patterns clearly emerged.

Personas resolve three design issues that arise during product development*:

  • The elastic user– every person on a product team has his/her own conceptions of who the user is and what the user needs. When it comes time to make product decisions, this “user” becomes elastic, conveniently bending and stretching to fit the opinions and presumptions of whoever’s talking.
  • Self-referential design– self-referential design occurs when designers or developers project their own goals, motivations, skills, and mental models onto a product’s design.
  • Edge cases– typically, edge cases must be designed and programmed for, but they should never be the design focus.

*Alan Cooper, About Face Essentials of Interaction Design

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