I went into experience design because I saw very smart people struggle with technology. And blame themselves.

In 1998, I started my first job out of college at IBM. My first project was to redesign the "Out of Box Experience" (OOBE) for the AS/400 mainframe computer. The cornerstone of a good OOBE is that is was very simple and shows just what is needed at the right time, no more, no less. The AS/400 OOBE was not.  I wanted to know what was preventing easy setup of this "consumer model" mainframe so I ran 15 usability tests.

I saw intelligent adults reduced to near tears in that they could wade through 2 feet of manuals and complicated cables to unpack the computer and turn it on.  I knew there was an easier way. I would just show the people only what they needed.  I worked with packaging engineers and designed the "unpack shield". It was a simple cardboard top with the labels 1, 2, 3. Slot 1: The unpack instructions, Slot 2: The cabling poster, and Slot 3: the Install CD (remember this was 1998). I reduced setup time from several hours and lost of frustration to less than 30 minutes (a miracle in the mainframe world.)

This project started my career in UX. Since then...

I strive to design digital experiences that make people feel successful. 

Read case studies that illustrate examples of my work:

I teach interaction design at UC Berkeley Extension: Read more about my teaching and speaking experience> 

I speak at conferences, including most recent talks at: