Bonus Content!
I like to write, so here's some silly blurbs about how I approach these areas of design. Scroll a little more and find some extra projects.
Service Design
Service design is the art of choreographing all the behind-the-scenes magic that makes a customer experience feel seamless. It's like being the director of a play where the audience only sees the performance, but you've planned everything from the lighting to where the stagehands stand. You're mapping out every touchpoint, from the moment someone discovers a service to how they feel walking away, connecting the dots between people, processes, and technology so everything clicks together. It's part detective work, part empathy exercise, and part systems thinking — figuring out not just what customers see, but what employees need and how the whole operation hums along backstage.
Ethnography
Ethnography is basically being a professional nosy person — but in the most respectful, curious way possible. You're embedding yourself in people's lives, watching how they actually behave (not just what they say they do), and hunting for those "aha" moments hiding in the mundane. It's part anthropologist, part detective, part fly on the wall. You're noticing why someone keeps a rubber band around their wallet or why they always check their phone before opening an app. The gold is in the weird little workarounds, the unspoken rituals, the stuff people don't even realize they're doing. You're translating real human messiness into insights that make products and services actually fit into people's lives.
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Brand Strategy
Brand and experience design is about crafting the vibe — that gut feeling people get when they interact with you. It's part storytelling, part sensory orchestration, part personality building. You're deciding not just what a company looks like, but how it sounds, feels, and shows up in the world. Should this button click feel playful or precise? Should this email sound like a friend or a concierge? You're connecting the big lofty stuff (values, purpose, why we exist) to the tiny tangible stuff (that specific shade of blue, the way the packaging opens, the hold music). It's making sure every single touchpoint — from billboard to receipt — is singing the same song, so people walk away with a feeling they can't quite articulate but definitely remember.
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