Over my entire career I've been called to Discover, Define, Design and Deliver. I was fundamentally a writer, but then consistently found myself researching audiences, identifying personas, developing logos, tones and brands, designing websites, and creating deep user experiences.
It was called communications. It was called marketing. But it was never called UX.
So in 2017 I enrolled in the DESIGNLAB bootcamp -- recently named Best Design Bootcamp by industry analyst SwitchUp. There I formally coalesced the best practices of this craft that so many of us have accidentally grown into.
Here below are case studies and content produced through that process, joined now with real-world case studies from UX projects as well as marketing/communications where my UX thinking was applied.