Lush Simplicity—Form, Function & Emotion in Communication, Interaction & Engagement Design.
Your precious business is a unique brand that provides valuable and useful products and services to clients. Your customers perceive your brand by consciously or subconsciously judging the design and usability of your products and services. Look, feel, and function are the essential attributes your clients will consider when choosing to use your products and services.
I am curious, empathetic, versatile, proactive, and positive creative with 16 years of broad experience and vast expertise in visual brand identity, online software products interface design, audio/video production, and B2B & B2C multichannel marketing design.
I provided interactive art direction and multimedia designs for successful physician engagement platforms with millions of users and hundreds of healthcare industry clients from top pharma, med-tech, hospitals, and health systems in the United States and worldwide.
I guide compelling ideas from concept to fruition considering form, function, and emotion. I love art, science, and technology and I am deeply intrigued by attention economics. I care to improve the physical, mental, and social well-being of fellow humans.
I provided interactive art direction and multimedia designs for successful physician engagement platforms with millions of users and hundreds of healthcare industry clients from top pharma, med-tech, hospitals, and health systems in the United States and worldwide.
I guide compelling ideas from concept to fruition considering form, function, and emotion. I love art, science, and technology and I am deeply intrigued by attention economics. I care to improve the physical, mental, and social well-being of fellow humans.
Logos, logos, logos.
At QuantiaMD we worked closely with the following life sciences companies to develop and deliver hundreds of interactive multimedia presentations and marketing designs.
For a list of health systems, hospitals, medical associations, and partners - see the "about" section.
Side note 1:
I am very interested in user-centered design and usability in general. The favorite books on my desk are by Donald Norman:
Emotional Design, The Design of Everyday Things, Learning and Memory, Living with Complexity, The Invisible Computer, Things that Make Us Smart
Also, of course: Rudolf Arnheim – Visual Thinking, Marshall McLuhan – Understanding Media, Alina Wheeler – Designing Brand Identity, Ellen Lupton – Thinking with Type, Hillman Curtis – Making the Invisible Visible, Jeffrey Zeldman – Designing with Web Standards, Luke Wroblewski - Site-Seeing: A Visual Approach to Web Usability, Timothy Samara - Design Elements: A Graphic Style Manual, Making and Breaking the Grid, Nancy Duarte = Resonate (Present visual stories that transform audiences.
Side note 2:
The Elements of User Experience. Very good diagram for sure. These are some talking points.
Side note 3:
How I work. But not always. It's usually more of Design Thinking thing: Analyze, Empathize, Define, Ideate, Prototype, Critique, Test, Repeat whichever steps necessary. Improve.
One of the more complex jobs I had:
Art Director / Multimedia Designer for Univadis + QuantiaMD
Here are a few psychological guides that I like to follow (compiled by Renee Fleck):
Hick's Law
Hick’s law is a psychological principle that states that the time required to make a decision increases with the number and complexity of options presented.
Hick’s law is a psychological principle that states that the time required to make a decision increases with the number and complexity of options presented.
Priming
Priming is a phenomenon that affects a type of implicit memory that acts automatically and influences decision-making by temporarily increasing access to units of knowledge related to stimuli previously seen.
Priming is a phenomenon that affects a type of implicit memory that acts automatically and influences decision-making by temporarily increasing access to units of knowledge related to stimuli previously seen.
Cognitive Load Theory
Cognitive load theory suggests that learning is more effective when designers and users share the same mental model. Memory has a limited capacity, so it’s best to avoid overloading users with additional information that does not directly contribute to the main objective. Information overload will increase the chances of a user abandoning a task in progress due to a growing sense of distress.
Cognitive load theory suggests that learning is more effective when designers and users share the same mental model. Memory has a limited capacity, so it’s best to avoid overloading users with additional information that does not directly contribute to the main objective. Information overload will increase the chances of a user abandoning a task in progress due to a growing sense of distress.
Progressive Disclosure
Expose complex features only when the user can predict the next step. When designing an experience, different levels of user expertise should be taken into consideration, allowing your design to be adapted according to specific needs.
Expose complex features only when the user can predict the next step. When designing an experience, different levels of user expertise should be taken into consideration, allowing your design to be adapted according to specific needs.
Aesthetic-Usability Effect
An aesthetically pleasing design generates a positive response in people’s brains by increasing the threshold of tolerance for errors. It also improves usability perception while increasing authority.
An aesthetically pleasing design generates a positive response in people’s brains by increasing the threshold of tolerance for errors. It also improves usability perception while increasing authority.
Social Proof
People observe and accept the actions of others as correct, especially if they are unsure or the information is ambiguous. The greater the number of people who recommend using something, the greater is the acceptance.
People observe and accept the actions of others as correct, especially if they are unsure or the information is ambiguous. The greater the number of people who recommend using something, the greater is the acceptance.
Curiosity Gap
The difference between what users know and what they need to know might be the necessary stimulus that prompts them to fill the knowledge gap.
The difference between what users know and what they need to know might be the necessary stimulus that prompts them to fill the knowledge gap.
Mental Models
Mental models help us to make sense of reality by creating internal representations of the outside world, regardless of whether they are accurate or not. We all perceive the world individually, therefore we create our own mental models. Empathizing with our audience means being aware of their mental models and designing accordingly. Every mismatch between your product and the user will provoke inherent friction that could cause a drop-off.
Mental models help us to make sense of reality by creating internal representations of the outside world, regardless of whether they are accurate or not. We all perceive the world individually, therefore we create our own mental models. Empathizing with our audience means being aware of their mental models and designing accordingly. Every mismatch between your product and the user will provoke inherent friction that could cause a drop-off.
Miller's Law
In 1956, George Miller asserted that the span of immediate (working) memory and absolute judgment were both limited to around 7 pieces of information. The main unit of information is the bit, the amount of data necessary to make a choice between two equally likely alternatives. Likewise, 4 bits of information is a decision between 16 binary alternatives (4 successive binary decisions).
In 1956, George Miller asserted that the span of immediate (working) memory and absolute judgment were both limited to around 7 pieces of information. The main unit of information is the bit, the amount of data necessary to make a choice between two equally likely alternatives. Likewise, 4 bits of information is a decision between 16 binary alternatives (4 successive binary decisions).
Investment Loops
The brain has a unique system that keeps us always looking for rewards. Habit-forming products collect information about user behavior and preferences with every session to craft an experience based on a loop of a trigger, action, reward, and investment. In other words, greater frequency translates to greater perceived utility.
The brain has a unique system that keeps us always looking for rewards. Habit-forming products collect information about user behavior and preferences with every session to craft an experience based on a loop of a trigger, action, reward, and investment. In other words, greater frequency translates to greater perceived utility.
Commitment & Consistency
Any interaction with a product is seen as a threat to users since it instinctively involves a compromise. Keep your initial request at the bare minimum and increase complexity as your user progresses through the conversion funnel. Remember, the smaller the commitment, the lower the threat.
Any interaction with a product is seen as a threat to users since it instinctively involves a compromise. Keep your initial request at the bare minimum and increase complexity as your user progresses through the conversion funnel. Remember, the smaller the commitment, the lower the threat.
Exit Points
Always provide exit points. Invite your users to exit at the peak of the experience. A delayed exit can harm the whole experience because it’s perceived as an unnecessary detour from the user’s main objective.
Always provide exit points. Invite your users to exit at the peak of the experience. A delayed exit can harm the whole experience because it’s perceived as an unnecessary detour from the user’s main objective.
Peak-End Rule
Users judge the experience by its peak and how it ends. They don’t evaluate the average or the sum of all micro-experiences. Peaks (highs or lows) and the end of the experience weigh heavily on the brain.
Users judge the experience by its peak and how it ends. They don’t evaluate the average or the sum of all micro-experiences. Peaks (highs or lows) and the end of the experience weigh heavily on the brain.
Zeigarnik Effect
A task in progress creates a specific tension that can only be resolved upon completion. People remember incomplete or interrupted tasks rather than complete ones. Missing information causes stress that makes incomplete tasks more accessible and easier to remember.
A task in progress creates a specific tension that can only be resolved upon completion. People remember incomplete or interrupted tasks rather than complete ones. Missing information causes stress that makes incomplete tasks more accessible and easier to remember.
Storytelling Effect
It’s our natural impulse to impose order and give meaning to our observations. Stories reveal details about characters, places, and events creating an empathetic bond with our heroes. Meaningful stories can strike a chord that can trigger strong reactions and deep memories.
It’s our natural impulse to impose order and give meaning to our observations. Stories reveal details about characters, places, and events creating an empathetic bond with our heroes. Meaningful stories can strike a chord that can trigger strong reactions and deep memories.
Portfolio:
Here you can see some of my projects that are not under non-disclosure agreements.
