About me

Recently, I’ve been working in the airline industry. While there, I had to tune into a traveler’s context – (1) where they’ll use a specific digital product, (2) their state of mind, (3) their goals and aspirations. These things impact how much I can assist via careful strategic thinking and design work.

At the airline, our official directive was to target one demographic: wealthy, tech-savvy, expert air travelers. However, my colleagues and mentors taught me to think more expansively about inclusive and Accessibility-minded design. I’ve needed to serve people who are maybe entering an airport for the first time, or travelers without smartphones, or travelers with blindness who aren’t able to use our digital products by sight.

All of these people deserve streamlined access to air travel, PLUS the related info, tools, and services offered to others. I mention so much airline stuff here just to illustrate my design approach. It drives all my work, beyond a single industry. It helps me remember individuals and qualitative findings that improve, rather than ignore, the homogenous needs of a market segment.

Thanks for visiting my website.
– JOHN