I call myself a senior digital art director.
I take a scientific approach. Whether it’s a customer experience that’s being designed, understanding an audience or creating for an advertising campaign. I try to think critically when starting these projects. So I can be free from bias. Well, that's the plan, anyway.
The scientific method is simply: Question, Research, Hypothesis, Test, Result.
I find that other approaches aren’t as strong, that is if your goal is to be creative and innovative. Going with your gut is fine sometimes, certainly for getting started. But if it’s relied on, you end up just producing work that’s a bit samey, siloed -- and biased.
Critical thinking allows for open consideration of other people’s point of view and experiences. It lets you take your ego out of it. It lets you say ‘I don’t know’. And, that’s important. Because realising what isn’t known is crucial. And we deserve to learn from every project.
my core skills
User Experience Design