My approach is based on understanding.
Understand the audience, the competition, the business, the channel(s), the platform, the content, the strategy, and the team. Every client and situation is unique, so I do what's needed to make the final result a success.
Agency & Brand Experience
In addition to SMB, I've been fortunate to work with agencies on projects for established brands in a variety of verticals: SaaS, Healthcare, eCommerce, Food & Beverage, Financial, and Entertainment.
User Experience Design
Continual refinement of the user experience is critical. My process includes research to establish user profiles and use cases, followed by analytics (heatmaps, visitor recordings). That data informs user flows, wireframes and prototypes. From there, designs can go through A/B testing and real-time user feedback before being fully implemented.
While the visual design of a website is important, what comes before and after the site goes live ultimately determines its success. Start by establishing baseline metrics and define goals, then conduct a content audit. Follow that with wireframes and frontend design rooted in a deep understanding of technical SEO and best practices for mobile.
Branding & Identity
Without a solid brand identity, your organization's products/services aren't being consistently represented. From visuals to copywriting, it's critical to long-term success.
Motion Design & Animation
Using live footage, animated graphics, or a mix of both, my goal is to tell a story that will translate with or without sound and use motion to enhance the experience without becoming a distraction.
The best infographics are a balance of storytelling and visuals working together to effectively communicate concepts and information without becoming a mass of data points that would overwhelm the average viewer.
Though the majority of my work is in the digital space, print design is still an important communication channel. I've designed and provided creative direction for a number of print projects.