My tenure at CP+B has seen radical changes in how the industry utilizes and values experience design. The rising dominance of platforms like Facebook and Google, the increasingly reliance by clients on internal UX and development teams and the growth of disruptive technologies like AI and visual-less interfaces has required a reexamining of UX roles and responsibilities. I’ve help guide the department by providing strategic vision for moving forward.
STRATEGY
Recognizing the shifting role of UX spearheaded the initiative of moving the User Experience department from just a tactical executional role into the strategy department.
INTEGRATION
Successfully integrated consumer experience journey mapping/thinking across accounts, even offline traditional accounts.
DESIGN STRATEGY: IT doesn't matter how useable something is if no one uses it
The trend for many clients to utilize internal UX/design teams to develop interactive experiences has led to an overall drop in quality of experiences. This is due to the fact that internal teams tend to focus on rational KPIs to the exclusion of emotional connection. The job of the agency UX professional is to provide the guidance to move experiences back to design forward experiences that are both useful and delightful. I work closely with designers to provide the the strategic rationale and narrative framework for driving modern design experiences.
