My Framework

I design experiences that help people move from where they are to where they want to be—by changing what they think, feel, or are able to do.

Current state → Experience → Desired state

My process follows three questions:

1. Understand: What needs to change?
2. Design: How can the experience enable that change?
3. Evaluate: Did the intended change happen?

1. Understand

Identify where people are now, where they want to go, and what stands in their way.

• Context: What is happening around them?
• Capability: What are they able to do?
• Knowledge: What do they know or understand?
• Emotion: How do they feel?
• Goal: What are they trying to achieve?
• Motivation: Why does it matter to them?
• Barrier: What is getting in their way?

Outcome: A clear description of the current state, the desired state, and the transformation needed.

2. Design

Shape the experience around the people it is meant to serve. Use these principles to guide decisions:

• Useful: Does it help people achieve something that matters?
• Simple: Can people understand it?
• Familiar: Does it build on what people already know?
• Flexible: Does it accommodate different people and situations?
• Efficient: Does it minimize unnecessary time and effort?
• Empowering: Does it keep people in control?
• Responsible: Does it protect people’s interests?
• Resilient: Does it work when things go wrong?
• Delightful: Does it feel good to use?

Outcome: An experience designed to enable the intended transformation.

3. Evaluate

Compare what people experienced with the change you intended.

• Change: What do people think, feel, or do differently?
• Evidence: How do you know they reached the desired state?
• Learning: What helped, what got in the way, and what needs to change next?

Outcome: Evidence of what changed and direction for the next iteration.

Use what you learn to understand the next transformation.