My approach is holistic. I keep the big picture in mind no matter how granular the task. Not just the big picture of the project at hand, either; my work is always in service of the business’s success. This means that I prioritize user research and user experience. I answer to your customers just as much as you do.
My approach is forward-thinking, in language and technology. I am constantly educating myself on trends in respectful communication, with the purpose of recognizing and including social groups that have historically been denigrated and excluded. I am obsessed with the prevention and management of online community-based conflict, as it applies to both individuals and organizations: This is where reputations get made and broken, and it is in everyone’s best interest to live ahead of the curve.
My approach is based on user research, testing, and analytics – as well as trends awareness and gut instinct informed by my taste and experience. This kind of work is both an art and a science, and I advise clients to leave room for the magic. You need to reach your audiences, but not every link has to go viral. Information that reaches a core group dedicated to your mission is just as important as information that is popular with millions. There is no one right way to create a publication, organize your product line, structure an email campaign – only the most likely ways to get your point across to the people you need to connect with.
Want a hand with your project? Let’s discuss.