Design-based methods and strategies are the key to innovation. They can be used for research and innovation processes as well as for the cultural change of companies. I see myself as a creative problem solver and the challenges of today’s society as opportunities. Leadership by design can help shape and form innovations such as new ways of collaboration/communication, new technologies, or new patterns of consumption.
My goal is to develop experiences that people like to consume. In doing so, it is the act of design how problems are solved. Iterations and continuous improvement based on qualitative and quantitative data supports my decisions throughout the design process. Being ‘one and done’ simply isn’t an effective approach to delivering experiences. I strongly believe, really good solutions have relevance when they make it into people's every day lives.
I'm passionate about research because design is ultimately about users! In the user-centered design process, insights play an important role in ensuring that we are not designing for ourselves. Everything that follows in the process must relate to and address insights. Persona-driven design allows a thumbnail portrait of the user. But true empathy comes from an ongoing understanding of their needs, behaviors, and goals. Without data, designers are stuck with making educated guesses and will fly blind throught the visual design process.
The methods I use in my design process, help to ensure that the right problem is defined. Beyond the boundaries of language, design methods facilitate dialogues and synergies between stakeholders of different disciplines. The design process describes the journey, a product team takes together. Delivering complex products and solutions requires collaboration and sometimes tradeoffs. However we get to the finish line, it's important that we are always proud of what goes out the door—even if it's a simple demo or skinning project. Otherwise, design becomes an academic exercise at best.