About me

I’m a user experience design leader, experienced in guiding teams to create solutions that scale.

I enjoy making the complex clear, and designing intuitive user experiences that impact your KPIs.

My superpowers are content design, information architecture, systems thinking, and data analysis.

I take pride in being a people-focused manager of teams. As one of my direct reports said, “Larry is one of the most thoughtful, intentional people leaders I’ve ever had the honor to work with.”

I’m a proud dad, an avid boater, and a decent (but enthusiastic) pickleball player.

Some of the places I’ve worked over the years

Design Principles

Content-First Design

I employ a content-first design approach.

User interfaces are built around content to enhance understanding. The UI is built after the content.

“What’s on the page” comes before, “what does the page look like?”

Invest in Systems

Designers thrive when they can rely on systems to guide decisions.

Design systems should emphasize simple but flexible patterns to make designing faster and more efficient.

Data-Driven Design

I use data to drive design decisions and evaluate effectiveness.

Design solutions are benchmarked, tested, and optimized before and after delivery.

Teamwork Processes

How I set my teams up for success

My Content Design Process

A modular process that scales up or down to fit the project’s time and budget while still ensuring success.

Understand the Problem

Review any UX research to know the user needs and problems to be solved.

UX Writing

Using content models and style guides, write the content. Scale via language patterns and content templates when necessary.

Benchmarking

Understand the KPIs and plan ways to measure success.

Editorial Review

Reviewing content adherence to human-centered quality standards plus brand tone.

Content Inventory

Document all existing content, navigation, and IA to understand the current state.

Editorial Calendars

Planning and timing of content delivery is scheduled using an editorial calendar when appropriate.

Content Modeling

Create an information architecture model of the entities, relationships, and metadata of the user journey.

Measure Success

Using the KPIs planned for in the beginning of the process, monitor results and iterate on designs to achieve the desired results.

Principles of Conversation Design

Content writers benefit from a north star to guide their creative output.

Clarity

Speak the language of your audience.

An experience is only intuitive when you are using the same wording and phrasing as the users.

Context

Acknowledge the journey the user is on. Know your customer and you will know the right content to serve them at the right time.

Concise

Help the customer focus by ruthlessly editing your prose down to the minimum.

Don’t introduce new terms and be consistent in the vocabulary you teach your users.