Craft Excellence
Craft is a strategic differentiator that directly contributes to business value, more than just technical skill. Excellence in craft improves the user experience, minimizes friction, increases efficiency, reduces cost, and helps the product stand out in a crowded marketplace.
How I define craft with my teams.
Storytelling through design
Every design decision tells the story of the company’s vision, contributing to the broader narrative that reflects the brand’s identity and values.
(GE Flow)
Mastery of design fundamentals
Excellence in design begins with a deep understanding of core principles like typography, layout, color, hierarchy, as well as form, function, and flow.
(SVA Legacy)
Attention to detail
The tiny things are just as important as the big things. Careful attention ensures that every element of the user experience feels polished, cohesive, and intentional.
(Lucy’s Whey Launch)
Consistency with flexibility
Crafting a consistent design language across all touch points while ensuring adaptability to new contexts, user behaviors, and evolving business needs.
(GE Digital Transformation)
Invisible innovation
The best design often goes unnoticed—it effortlessly addresses user pain points, anticipates needs, feels intuitive, remains accessible, and is easy to use.
(Hopes Community Action Launch)
Emotional resonance
Great design creates a deeper emotional connection with users. It eliminates unnecessary complexity, makes technology feel human, and enhances or simplifies everyday life.
(Bloomberg BWell)
Approach
The following is my approach to elevating craft in an organization. This use case was for a product design function that scaled from 65 to +150 over the course of 18 months.
Use Case
01. Establish a clear vision
02. Codify the value proposition of design
03. Data is the compass and craft is the X
04. Align on design principles and standards
05. Coach skill training and professional development
06. Foster a culture of psychological safety & collaboration
07. Measure and evaluate success
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