I define effective design as something significantly more broad than pretty pictures, clever typefaces or something that reminds your clients of the Swiss, I design for growth. This includes the UI, the stories that we come away with, the economics and the ergonomics of sharing and game theory of how it all fits together. Design is a process, one that involves a ton of failure to find the correct success, something where testing alone cannot replace intuition, but where intuition without testing is useless. I am someone who knows how to see, who can lead internal and external teams and can find metrics and exceed them. There currently isn't even a word for this role. It's not the talented design on the bottom of the totem pole, sketching wildly and being ignored. And it's not the fancy marketing chief with Powerpoints and three-hour long meetings. It's UX with a focus on yield, and it's work done quickly and well and tested and measured and repeated. I'm someone with a passion for how things look and work, for clients and their goals, and for creating interactions that lead to growth and conversion, yield, interaction design and social theory. If that sounds like something that can help your business and your clients, I'd love to talk.