Sublime

We want to communicate that this person is involved in crafting the product vision, as well as the interface the users will interact with.

My whole mindset was, "How do I make it easy to learn to use? How do I make it minimum keystrokes for everything? How do I make it natural, so, if you're doing this repeatedly, it's the natural thing to do?"

In our studio, we always start with the simplest solution and introduce complexity only when necessary, not just for the user’s sake but also for our own sanity. We have to get the project done on time and within budget, and whatever we design needs to be easy to build and maintain as well.