Product Designer & Researcher Focused on Complex Adaptive Systems

I don't know what the right design is for your business. Nobody does.

What I do know is how we can find out what it is together.

2 decades of experience in scientific, user-centric digital design have taught me two things:

  1. effective designs change behaviour
  2. nobody can reliably predict which designs are going to be effective

When you have complex humans interacting with complex digital products, you get a fiesta of unpredictable, non-linear effects.

Opinions — even expert ones — will only get you so far.

The good news is that finding a better design is possible with the right tools and an explorer's approach.

If you're intrepid enough to throw your cherished assumptions into the crucible, I'd like to talk with you.

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I write about evidence-based product strategy, how to experiment in a complex adaptive world, mapping, sensemaking, and how to be profitably wrong.

Join awesome designers and smart business owners and be the first to see drafts I'm working on. (It's not weekly. At all.)

My most popular articles are:

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