The key to every project, and to finding deeper connections, is seeing beyond ourselves and finding and addressing the conflict that runs through our stories.

It’s our job to mine for conflict and, in some ways, be design therapists. This has worked best for me in a workshop setting where the team is face-to-face. Together we’re forced to make tough decisions about the content priorities and future design system for their website. Having the courage and vulnerability to go through this challenge is crucial. It allows us to become a team, a true team, looking for the best solutions.