I believe in human-centred design, and that great products and services come from engaging directly with end users and asking the right questions.
Brands talk about platforms, channels and touchpoints. Customers don't. Customers have needs and they expect brands to answer them. They don’t forgive a complicated returns process, a disconnected app or a member of staff having a 'bad day'.
If you can’t give them the experience they expect, then another brand will and customers will always choose the path of least resistance.
My aim is to understand the customers expectations and do everything possible to exceed them, and in doing so, create products and services that are actually wanted and needed.