Don’t waste people’s time and don't be fucking boring. Be a purple cow or you'll go extinct. Move fast, done is better then perfect. 👊🏻
I’ve spent twenty years turning messy ideas into stories and design teams can believe in. I’m not trying to be the best designer—I’m trying to be the best person to work with. That’s the bit that actually matters.
Success is fucking difficult.
Every chapter, I’ve started with nothing—thrown in the deep end, figuring it out fast. After working with more startups and founders than I can count, one thing’s clear: failure is way more common than success. The trick is learning from it—and using that to make sure the next thing doesn’t suck.
Process and frameworks are fine, but if you’re clinging to them over people, you’ve already lost. Long-term wins come from trust, not checklists. Being good at UX isn’t about always being right—it’s about selling UX and getting others to want to listen.
A design thinking agency turned creative–Web3 hybrid that shoved me way out of my comfort zone.
Scott, Warner, Nima and I kicked it off in 2017. At our peak, we were a 20-person team working with startups, enterprise, and government—running product validation, design thinking workshops, and UX/UI across the board. I was Head of Design, winging it through imposter syndrome, pitching to Qantas, closing deals, dealing with chaos clients, and learning exactly how hard you have to push to hit burnout.
After eight years, it was time for something new. To the founders, the team, the clients—and the brave souls in those ridiculous Christmas videos I made you all act in—thank you. Love ya. xxx
The team continues to do fantastic work, hit them up!
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