DIGITAL ECOSYSTEM
When you have a clearly defined goal and measure of success for your digital campaign, it makes it easy to develop a strategy that supports that goal. All digital media should have a purpose and work in concert with the rest of the ecosystem. This clarity is reflected back on the user who should always have a compelling call to action and a clear path from point A to point B.
USER EXPERIENCE
In the beginning, websites were mostly the domain of web developers who’s first priority was development. Little thought was put into how it would feel to actually navigate the site or how intuitive it would be from the users perspective. Now, 25 years later, we know much more about the importance of user experience, and maintaining the zen-like simplicity that allows a user to easily find what they are looking for. My goal in all digital projects is to maintain the clarity of purpose, to make it as easy and compelling as possible for the user to navigate and, of course, to make it look great.