Frequently asked.

AI UX is the design discipline that shapes how people interact with non-deterministic systems — agents, copilots, predictive interfaces — where the output isn't fixed and trust is the core design material. Traditional UX optimizes a known path. AI UX designs for ambiguity, correction, and judgment, which means the work lives in workflow logic, content readiness, and trust signals — not interface novelty.

AI adoption is not a technology problem — it's an experience architecture problem. The model works, the integration works, the platform works. But if the workflow is unclear, the content is messy, the decision logic is hidden, or users don't trust the output, adoption stalls. That's design work, not engineering work.

You treat compliance as a design constraint, not an afterthought. That means mapping every AI touchpoint to its regulatory surface (FDA, HIPAA, MLR, SOC 2), structuring content for auditability, and building human-in-the-loop checkpoints where model confidence drops. I've done this across 15+ pharmaceutical brands and major enterprise systems.

It depends on what's actually broken. Hire full-time if you're building a multi-year design org or design system. Bring in a fractional leader if you need senior judgment on a 6–12 month transformation, are between full-time hires, or are launching a regulated or AI-heavy product where one wrong assumption costs millions. The two roles solve different problems — and the wrong choice burns 6 months before anyone notices.

An agency executes against a brief you wrote. A strategic design partner writes the brief with you — challenging the framing, mapping the system, and translating business outcomes into experience decisions. You get accountability for the outcome, not just the deliverable. Agencies are great when you know what you need. Strategic partners are necessary when you're trying to figure out what you need.

A field-tested methodology for moving complex, regulated, AI-touched products from strategy to shipped experience. Built around six principles: clarity before creativity, HVA (highest-value action) before CTA, hierarchy before decoration, trust before action, systems before scattered activity, and judgment over output. It's the spine of the case studies, the book, and the workshops on this site.

Pharmaceutical and healthcare (oncology, cardiovascular, vaccines, multiple sclerosis, hemophilia, immunology, rare disease, HIV/AIDS, women's health), financial services and enterprise data, and consumer technology — with deep specialization in AI integration for regulated environments. The throughline is high-stakes, compliance-bound work where bad UX has real legal, clinical, or financial consequences.

$270M+ in tracked revenue impact across pharma, fintech, and enterprise engagements. Specific wins include a D&AD Pencil-recognized equity-focused cancer care platform, multi-brand digital transformation across 15+ therapeutic brands ($3.5M+ documented investment), and $1.5M+ in annual ROI from an enterprise financial services CRM transformation. Outcomes vary by engagement scope — the case studies on this site walk through specifics.