Thinking
How I think about design,
leadership, and organizations.
Essays, frameworks, points of view, and talks — developed over 20 years working at the intersection of human behavior and business strategy.
Essay
The problem with journey maps is that everyone thinks they're done when they finish one
Why journey maps fail organizations — and what to do instead when you actually want to change behavior.
Point of view
Design leadership isn't about defending the team — it's about making the case worth making
On the difference between advocacy and influence, and why senior designers confuse the two.
Framework
From touchpoints to systems: a CX measurement approach that stakeholders actually use
A practical framework for connecting customer signals to business decisions without drowning in data.
Talk
What retail gets wrong about loyalty — and how human-centered design can fix it
The loyalty gap is a design problem. Here's the evidence and a path forward.