“Simplicity is not the goal. It is the by-product of a good idea and modest expectations.”
Client List —
Adobe
Larry H Miller
Ford
Toyota
Salt Lake Bees
Utah Jazz
Realpage real estate clients
Recurly
Landcar
As a designer, it's important to know the problem. Very often designers gravitate toward solution-first processes. I, myself used to fall under this category. it offers quick outcomes which most stake holders love. As I matured as a designer, I've learn the it's better to solve the users problems rather then adding features that impress your peers. Even if that means seeking out separate cohorts to understand how they are using a product and what they would like to improve. Obviously this can take more time, but it's like getting a flu shot, 10 minutes at the doctor is better than 4 days in bed. This seems like an obvious thought, but it often get's lost, no mater how small or large the company.
“When you make something no one hates, no one loves it.”
Some times you need to take a risk, but as a specialist, we can hedge our bets. Exploring ideas is extremely important, but making sure you explore the right ideas is just as equally important. Working in a marketing firm early on in my career taught me to make fast decisions rather then getting lost down a rabbit hole. While working in a large company like Adobe taught me that fully understand a problem will cost less down the road. Efficiency is key and it's something that i strive for.