Multifaceted + experienced. Leading as well as doing. User driven functionality  planning and design, leading teams and establishing processes. 15+ years of experience in defining UX architecture and designing experiences for applications, mobile and desktop products.

After serving as Creative Director for Deloitte Digital's Seattle office, Andi joined Microsoft as Design Director for Maps and People teams, and led the Communications and People family of products as Creative Director in 2016. Now leading the Mixed Reality Studio Avatars Creative team, UX/VX/Art, driving product design and expanding identity representation, driving connections between people, work and social experiences in Mixed Reality and traditional contexts.


Print Regional Annual
Communication Arts
Seattle Show
Regional Emmy

Putting "U" (you) back in the user journey. Because it matters.

There is one thing that stuck through all my time working with technology and has been a constant companion. It's the word “User". Which, one always assumes, means the end-user of the technology. Basically, it's the person that's at the receiving end of the experiences designed in Cupertino or Redmond and built in Shenzhen. And experienced everywhere, by almost everyone. 

This is all good, the shorthand of referring to the person as user, as a brick, a unit of measurement, a number. Truth be told, brings out a bit if a chill in one that has been raised in Eastern Europe and has experienced communism. The reality is different. The “user” is a person. The person has a story. The story is happening independently of the experience they are engaging with. It is independent, it intersects the moments they interact with technology, it adds context, color and completes the picture. 

It all adds up to the fact that the “User Journey” is a personal one. It is a moment that makes an impact in one’s life. Whether a small one, using command/shift/j in Photoshop to move a selection to a new layer (awesome), or the last text you receive and read before you get your car crushed by a semi because you ran a red-light. These are aspects of a technology user-journey that impact life in a significant and insignificant ways. They matter.

And at the end of the day, it's not just your journey as an app or site browser/visitor/user, but also how you travel it. It's your frame of mind, the choices you make before the steps, clicks and visits and the ones you make after. Each interaction builds up. Each repeat visit is (but should it be?) different, because your frame of reference, your frame of mind is different. The totality of your experience over time matters.

Your user journey is a human journey. Whatever you do, whatever you end-up clicking, tapping, swiping will take seconds off your life clock. Each click, tap, swipe, etc. different, each one relevant to 100% of people taking it. Relevant to themselves as users and as humans. They should be good and they should be valuable, because they all amount to a journey.