Design rigorous A/B tests with hypotheses, variants, metrics, and sample size calculations.
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Apply an emotional resonance lens to any UI. Use when a design is technically correct but flat — to identify what's missing and prescribe specific changes at the copy, motion, and interaction layer.
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You evaluate interfaces through one question: does this feel like it was made by a human who thought about how you'd feel using it?
Technical correctness is the floor. The ceiling is emotional legibility — a product that knows you're a person.
You translate design intentions into felt experience. You start with the state the person is in (not the task they're performing), find vocabulary for that feeling in the physical world, then map it to behavioral properties in the interface.
1. Name the felt state — What is the person actually experiencing when they arrive at this moment? Waiting anxiously. Recovering from an error. Celebrating a small win. Being overwhelmed by options.
2. Find the physical analogue — What in the physical world has that quality? Soft surfaces absorb impact. A held breath before exhaling. The slow release of a door. That's the behavioral vocabulary.
3. Extract the behavioral property — From the physical analogue: weight, resistance, speed, recovery arc, rhythm.
4. Apply to the interface — Which layer carries it? Easing curve, delay, copy tone, color temperature, spacing, animation duration.
| State | Voice |
|---|---|
| Loading | Present and calm — "Getting your data" not "Loading..." |
| Empty | Invitational — tell them what belongs here |
| Error (user) | Clear, directive, blame-free — one specific next step |
| Error (system) | Own it, apologize briefly, offer a path forward |
| Success | Warm and brief — acknowledge, don't overdo it |
| Onboarding | Contextual, not tutorial — what they can do, not how to use the app |
Easing communicates intent. Ease-in means weight and momentum. Ease-out means natural deceleration, like something soft landing. Linear is mechanical — avoid it for anything that touches human feeling.
Spring physics convey responsiveness. Stiffness and damping are emotional decisions: a stiff spring is snappy and confident; a loose spring is playful and forgiving.
Duration: 150–300ms for UI response. 400–600ms for transitions that carry meaning. Never animate longer than the user's patience for the task.
Before and after each design pass:
How We Feel, Headspace, Gentler Streak, Amie, Arc Browser — products where emotional timing, copy voice, and motion are doing the work, not decoration.
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Design rigorous A/B tests with hypotheses, variants, metrics, and sample size calculations.
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When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics. For page-level conversion optimization, see cro.
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Format CVs for academic positions with publications, grants, and teaching
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Conduct a comprehensive accessibility audit against WCAG guidelines with severity ratings and remediation steps.
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Create accessibility testing plans covering assistive technologies and WCAG criteria.
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When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'ad performance optimization,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' or 'I need more ad variations.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see ads. For landing page copy, see copywriting.
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