Not what we think, but what audiences want.

That’s correct: starting with what audiences want before introducing them to what we think they need keeps them from turning right around when they don’t see what they expect. From there, clear pathways can be smoothed out for even the most complex architectures. We can bring our expertise alongside real-time data to make recommendations, but real answers come from the audience.

Team members need clear pathways, too.

I’ve seen enough team friction through the years to spot the warning signs early. I’ve worked in all phases and roles of a website project to anticipate team needs, helping them work efficiently and meaningfully. I’ve witnessed the designer-developer stand-offs and know how to ward them off. I have empathy for account managers on the front lines with clients. Empathy, empowerment, and respect power teams to finish lines feeling satisfied with the end product, and their contributions to get there. (Increased profits from smooth collaboration doesn’t hurt, either.)