UX/UI Design

User Research
Business Development

UX/UI Design

Junior Producer
Behavioural Analyst
Lead Product Designer
Graphic Designer
UX/UI Designer
Webflow Developer

New Forms Festival: Sound Space

I designed and developed the poster and website for New Forms Festival's upcoming event called Sound Space. I took an iterative approach, diving into idea exploration to figure out what the visual identity could look like for this one-off event. New Forms Festival is an annual festival produced by New Forms Media Society, a non-profit society and media arts organization founded in 2000 that exists to unite creative communities, push artistic and conceptual boundaries, and explore digital media as an art form.

View live site
Synaptitude Brain Health
Photoshop Camera Campaigns
Instagram Lists Design Sprint
Welcome to Surrey Colouring Book

At a glance


In the age of COVID-19, hosting and planning events is no easy feat. New Forms Festival had many moving parts to consider when booking artists and a venue for this impromtu event. They needed to work with a designer who could be as agile and dynamic as their capacity with working within constantly shifting public health restrictions for events.


To create an engaging and cohesive digital experience for the event.


How might we create an engaging visual identity and website for an upcoming event on a tight timeline?


We created a poster and website that everyone is happy with and met the deadline!


Teams were advised not to conduct primary user research due to confidentiality reasons as Adobe Photoshop Camera was in the final stages before release.

Setting the story

I started this project by exploring visual identities that would be suitable for New Forms Festival's brand. New Forms is an interesting organization to design for because they switch up their branding each year for their annual electronic music festival. It had been 2 years since they had an in person event because of COVID-19, so we needed to come up with an identity that was fresh and new, while still recognizable.

I had the opportunity to contribute to strategy, design and business objectives through working on the user experience, user interface, and customer experience.

Our goal was to acquire our first paying customers. I worked with the Product Lead to identify our early adopters. I was given full autonomy in how I conducted my discovery process.

Identity Exploration

The look & feel of the poster design took on many forms, elements of the identity emerged as the ideation process went on. We were going for brutalism that felt clean, safe, yet visually interesting.

Experience Design

Concept 001: 3d interactive site

This first concept followed the first round of graphics that included a 3D asset that I wanted to work into the interaction design.

Users would be able to isolate the separate lineup days through a hover interaction. They could also grab and drag the 3D asset in the background.

Concept 002: Spatially Interactive site with an info focus

The final concept was based on the final version of the poster. I focused on information density and microanimations to bring the site to life.

Responsive development in Webflow

view live site

In this day & age of instant gratification and 6-second attention spans, how could we get people interested in petitions and engaged enough to sign? Could the experience also feel more significant than just using an organization's branded selfie filter?

We knew our solution had to be easy, realistic, and feasible. However, many digital experiences that were 'easy' didn't feel that tactful. Could we inject a more effortful user flow to make the experience feel more meaningful?

Experience Design

A key value we wanted to work into the design was co-creation. Although a co-created experience is more effortful — and in a world of instant gratification effortful interaction can pose as a barrier — we wanted to mobilize the 'tactfulness' of effortful interaction.

Rarely in digital spaces, are we asked to slow down. We proposed there might be function in form, in that we could pace a user through an information search to elicit a more meaningful feel than just showing them branded campaign filters, and then prompting them to sign a petition after. We knew this experience had to be balanced, so to no go too deep on the information discovery and create a blog-like app experience.

The concept of putting users in the center of the petition experience manifested further in our scrappy wireframes. We imagined that our solution could be nested in the Photoshop camera app to reduce the steps needed to snap, sign, & share. What we wanted was something fun, easy, but could quickly generate content to be reflected back at users so that campaign influence could be visualized & the output of the petition signing could be meaningful for both its supporters & producers.

Our experience had 5 key steps: Discover, Explore, Sign, Snap, & Share.

We designed an immersive visual social campaign that can attract supporters from multiple access points - focused on the act of sharing. Users see posts on social media from known celebrities, ambassadors and friends showing their support for ocean conservation through a co-creative campaign.

Through the Glowing Social Campaign Card users are introduced to The Ocean Agency’s ongoing fight to save the coral reefs. This 'Featured' section provides an opportunity for organizations like The Ocean Agency to remotely host immersive campaigns that create breath-taking visuals with the help of Adobe’s AI powered filters.

Design Consideration: What should users see first? Filters, campaign information, or a prompt to sign?

We decided to have users see campaign information, then select some sort of personal route to a filter, then be prompted to sign the petition before accessing the filters. This is added friction, but we wanted to emphasize the importance of the signature coming before the filters, and that this was first and foremost a petition experience.

Users can snap, sign, and share selfies with their personalized glowing filters to show their support for ocean and climate action by joining global petitions and spreading awareness. They can also choose to let their signed selfie play a bigger role in a larger visual campaign as each signature automatically opts into providing the organizers with content.

Design Consideration: Opt-in or opt-out of sharing user generated content for campaign organizers?

We initially wondered if users should opt-in to share their photos with the organizers, but chose to have an opt-out option instead as the design challenge asked for a streamlined way for petition signing to also generate content that could be used to support organizations in visualizing their impact beyond just signatures.

After signing the petition, users can choose from a variety of filters offered by The Ocean Agency that are inspired by the fluorescing coral reefs. They can also add their signature to complete their visualized campaign support.

After taking a selfie, users have the option to add glowing signature stickers generated using Adobe Sign processing to add final touches. We imagined that this user-generated content could be used in visual campaigns that show the power in numbers.

Design Consideration: How close to real signatures should the signature stickers be?

Signatures should be masked in some way as to not give away a person's real signatures. Perhaps the stickers generated are of signature of their name instead.

Experience Goals

enhance visibility

In the Photoshop Camera experience, the featured section showcases popular petitions based on your interests or your location. In our prototype, we don't have a filter ability for this, rather we modeled our approach based on a marketing model where organizations could pay for promotion - though this is a cost-barrier and may lead to a bottleneck of only 'profitable' causes.

support user-generated content

We often see brands call on the public to engage with them through free experiential marketing experiences which generate content for the brand. This same concept can be applied to social causes to help them to visualize their support to their stakeholders. In our prototype, users also have the option to opt-out of sharing their photos with the petition organizers prior to adding their signature to the petition.

Snap, sign, & share, all in one place

Integrating Adobe Sign within Photoshop Camera made it a one-stop-shop to explore fun visual filter content, while discovering the deeper significance of how engaging with those filters contribute to campaigns relevant to the social needs of today's society.

Not only should our solution help campaigns to acquire supporters, but it could also pose as a business development tool by acting as a platform to conveniently package and deliver campaign-specific content, like colours inspired by fluorescing corals developed by Pantone & The Ocean Agency.

Another key point was that our solution should blend seamlessly with previous initiatives by The Ocean Agency, where in the past they had created branded content with partners like Pantone, and showcased art that featured their colours inspired by coral reefs in their Glowing Glowing Gone Campaign.

Images from The Ocean Agency: Glowing Glowing Gone Logo (top center), art by @jesscarterr.png (bottom left), Glowing Gone Poster by Ronna Encarnacion.

We integrated their campaign-specific content (The Ocean Agency X Pantone Glowing Colours) as filter categories which users could choose from before signing and that could add some flair to their signature.

future affordance as an art piece

The design brief also prompted us to consider how the signing experience can extend beyond a mobile application. We figured that colour categorized filters could make it easier to aggregate the content in the future to create multimedia exhibits, for example, creating a mosaic of an ocean scene out of all the supporter selfies. We drew inspiration from interactive, co-creative exhibits done by Teamlab and Moment Factory.

Guiding initial research

In recent years  the City of Surrey has received nearly 36% of all refugees in British Columbia,26% more than any other city in the province.

Many newcomers come in families with at least 1 child, 58.5% of refugees in Surrey are under the age of 18.

Upon arrival, newcomers are often faced with information overload and have limited time to spare between all the factors involved in navigating a new system:"cultural and family norms/expectations around providing childcare to grandchildren [made] it more difficult to participate in settlement and language programming, as childminding is only available for direct dependents".

As a part of HCL, we were connected to mentors at the City of Surrey and with members of the community with lived experience, whom we interviewed to get a better idea of how we could innovate a solution to make their resettlement process easier.

To explore the problem space and come up with a viable problem statement to work into a social innovation project, we conducted over 50 interviews with individuals with lived experience, experts from resettlement organizations, and mentors from the City of Surrey.

In our affinity diagram of our interview nuggets, we found that they could be categorized in 9 ways and when connected gave insight into key problem areas we could focus on.

Themes of interview nuggets

Insights from themes

Our problem statements evolved with our user research.

Through user interviews, we gained insight as to the design directions we could take.

Based on our user interviews, a child-friendly solution could help to free up time & address info overload by guiding navigation of city-specific resources and doubling as a child-minding activity.

The colouring book wasn't our first idea. We tried different ways to 'package' cultural resources to be more easily shared.

We then thought about how we built our sense of belonging as youth, and it was in part through the media we consumed, like books.

So we pitched the idea for a colouring book for Surrey-specific community resources.

After a successful pitch & a $3000 grant from the SFU Student Community Engagement Competition, we continued on to produce the colouring book.

We made sure that this was a co-creative process, and involved many of our stakeholders from concepting the narrative, to illustrations, to distribution.

Exploring root cause analyses & product-market fit

One of the first things I did was a root causes analysis. I did many of these to try to isolate a key pain point that would reflect product-market fit and a viable go-to-market strategy.

The first problem we explored was the 'healthcare cost of brain aging', which in retrospect only really made sense to a scientist. We needed to speak to the imminent needs of our audience. We also looked at dementia prevention, but knowing people's digital app habits, a problem that inherently requires long-term pre-emptive action seemed to be mismatched with the value of a consumer digital product, many of which maximize convenience.

Preventing dementia wasn't sticking as the value driver that would motivate someone to use the product. There emerged this repeated issue of brain health not being 'tangible' enough. Far-away consequences weren't dire nor immediate enough to provide the basis for a value proposition.

This was a product that was the most effective as a preventative solution, but the benefits were too distant to be meaningful, especially when we would be asking for a monthly subscription fee.

After thinking about how to increase 'imminence' we realized that more actionable things were more tangible. If we could speak to the tangible outcomes of good (and bad) brain health habits, then maybe we could deliver value.

The whiteboarding exercise to figure out how to create value changed from identifying a root cause, to creating a communication strategy to make an abstract problem into an actionable, meaningful one.

A key nugget was that brain health 'maintenance' seemed to come up more often than dementia prevention.  It was easier to convey the value of keeping the life they were currently living, rather than how they might be 20 years into the future with potential decline.

Through that, we figured out a communication strategy to start with. Next, we could test our hypotheses with interviews.

Our initial hypothesis was that our users would naturally engage with a product that was meant to build healthy brain habits to prevent against Dementia. Who wouldn't want a healthy brain? We realized that wasn't exactly the question we needed to ask. As it always skewed the responses to a unanimous "of course I want a healthy brain!" Rather, we needed to find out what people were willing do (and pay) to keep a healthy brain.

Exploring Value Propositions & Relationships

I hypothesized value propositions drawing from consumer trends and a thematic analysis of our current research. To test these, I sourced user interviews using organic channels such as social media and forums. We explored various business-to-business (B2B) and business-to-consumer (B2C) go-to-market strategies. I focused on avenues where Synaptitude could be referred to new clients through business partnerships to build trust through association.

I pitched these avenues to upper management and began to source B2B interviews from LinkedIn and existing Synaptitude relationships. At the same time I was using organic channels to acquire user interviews to test these value hypotheses

This is Julia, our B2B Technical Buyer

After some conversations with potential B2B buyers, we decided to focus on our B2C efforts as many of the calls fell flat when we couldn't speak on our buy-in from end users.

This is Jill, our End User

From the primary research I conducted I came up with some design directions

Moving forward into a design role, I advocated for a simple and fun user experience while balancing complex internal stakeholder needs that required designing for scientific assessments, displaying raw data, iterative evolution of legacy designs, future integration of wearables and consideration of bootstrapped budgets.

From research to design direction

With a foundational understanding of who and what values we should be speaking to, I designed an update to the legacy front-end assessment experience  and created the information architecture, flow, and interactive prototype for a minimum viable product (MVP) coaching & intervention dashboard experience.

Our process was to have meetings to discuss requirements, where we would decide on some experiential goals, then I would mock up a design for feedback and iterate from there. For some parts of the experience there was a legacy version. For others, I had the creative freedom to seek inspiration and mock up an appropriate experience.

Many designs took on their truer form as time went on, and we were able to speak to more potential users about what was important in their journeys.

Below is an evolution of the Brain Health Plan, from its beginnings as a journal type of interaction, to becoming a guided portal to complete interventions.

We took a very iterative approach, aiming for 'good' rather than perfect, and making improvements as more of the product direction developed.

First iteration of Assessment Dashboard

Second iteration of Assessment Dashboard

First iteration of Brain Health report

Second iteration of Brain health report

Minimum Viable Product to Minimum Viable Offer of Value

Aside from legacy updates and requests for designs to the internal Practitioner view, helping out with the conversational agent design, and designing the front-end experience, I was also tasked with creating a future product demo to visualize the interaction design of a full fledged product set with additional features like goal setting and goal tracking. I was given full creative direction with my ideas. By coming up with what was possible as a future state based on wishlist features from user interviews, we could build a better vision of what affordances we would need for the next iteration.

The key value-adds I envisioned were a reminders section, activity tracking, and progress tracking. The product has a lot of moving parts and I believed that these functions could make the user journey easier to navigate.

“I know that there are a couple steps I need to do before I can access interventions”
A Reminders section that helps guide the user

The current user journey requires users to complete baseline evaluations before receiving access to their brain health plan. The plan also had to be assigned manually, so we had to find a way to tell users about this process, without causing frustration.

I used a Reminders section on the home screen of the dashboard to house all time sensitive to-do's so that users could easily learn what was upcoming, and so that we could explain ourselves if there was a MVP human-in-the-loop interaction that would not be instantaneous.

“Hooray! I've managed to complete three intervention sessions out of a goal of five this week!”
Capturing progress data in lieu of 3rd party sources

Intervention sessions are a critical part of the brain health plan, though the team wasn't sure how exactly that could be tracked if the training sessions were completed through third parties away from the app.

I designed an experience that used goal setting in lieu of third party data to track users throughout their training journey.

Goal setting also has the potential of encouraging better behaviour change outcomes and creating a more high-touch experience which could be more engaging.

“Wow! I've really improved using Synaptitude!”
Positive reinforcement through visualizing progress over time

Lastly, I designed screens dedicated to overall progress and goal tracking to tie together what the end of a user journey could look like.

To do this, I looked through the cognitive evaluation reports to isoalte which data sources were appropriate to be housed in this part of the dashboard.

Design consideration: how much information is too much? Or too less?

Integrating a conversational agent

Throughout the design process, I also balanced internal stakeholder requirements for integration of legacy infrastructure, such as a conversational chatbot that had been developed during the research version of the Synaptitude offering. This chatbot posed as a brain health coach, and interacted with users by setting bedtime goals, tracking goal adherence, and supporting users with health tips everyday.

With the integration of our conversational agent, came the challenge of providing an equivalent experience across platforms, considering that some users may not interact equally on desktop, mobile and SMS.

My goal was to tighten the scope of when chatbot interactions were used, so that users could build a mental model of when they interacted with it and why it was important.

We were able to hypothesize which functions were most important to deploy via chatbot through our beta human-in-the-loop test.

Communicating value through funnels

To test value propositions we needed to optimize our funnel. I designed marketing assets such as video advertisements, tradeshow visuals, product sheets, sales pages, and landing pages to contribute to the customer experience strategy. Our purpose for these assets was to engage users at the early stages of the Buyer Decision Process, and insert delight where possible.

Also as a part of funnel optimization, I worked with the Product Lead to redesign Synaptitude's website to reflect the pivot to a digital offering and speak to the needs of their end user, enterprise buyer, and complementary partner wellness businesses.

Original Site Hero section

Redesigned hero section

After 8 months, we acquired our first 1000 users and 10 paying customers :)


Throughout our process were key stakeholders, namely our Co-Creators, who were present at every step from Discovery to Production. The colouring book couldn't have been created without those who provided critical feedback, and we thank all of them for bringing this project to life.



Colouring Book Production

Our values moving into the Production stage was to ensure the resources were helpful, so that using them could enhance a sense of self-efficacy, which has shown to be correlated with greater resilience towards challenges which could be important for settlement outcomes.

Narrative & Illustration Development

We believe in the function of form, so we took a playful approach to our interviews by providing interviewees with colour pencils and paper while we asked questions. Our interviewees were recently settled children ages 4-12 and their parents. We asked a mix of open ended questions to find out what kind of content they wanted to see and how they would like the narrative to be structured. Together we co-created what became the final landmarks written into the narrative and designed by local artists. We provided an honorarium to all artists & families who were involved.

Resource placement

Each page references a popular landmark in the City of Surrey. From the Surrey Central Library to the playboxes in the park, to helpful resources like the Muslim Food Bank. References to these places as well as events, important phone numbers, and more can be found in the back of the book.

fun extras

We also added some fun stuff like stickers and a 'colouring corner'.

Business Development

End-to-end co-creation

Keep the users centered throughout the design process by involving them as participants in all phases of our innovation process. In Discovery & Planning they were our user research interviewees, in Development they were our consultants for content creation, and they received copies of the book for their families and provided direction for where to distribute during Production & Distribution.

Distribute freely

We donated 400 books to our co-creators & partners made possible by a grant from Simon Fraser University RADIUS of $3000. The grant allowed us to support our interviewees, translators & illustrators with honorariums and print 400 books and 300 sticker sheets. All extra funds went back into printing.

Mapping out the innovation ecosystem

By creating the right partner networks, we were able to get the books to our users through settlement organization waiting rooms, libraries, early education programs, the Muslim food bank, the university bookstore, community centres and recreation events.

Partner with the City of Surrey for distribution

In late 2019, we entered a partnership with the City of Surrey for them to reprint & distribute the books at recreation events and for sensory friendly spaces: "City of Surrey special events now feature sensory friendly spaces in partnership with the Canucks Autism Network. [They are] calm and quiet areas with activities and seating designed to be supportive for those with sensory sensitivities to recharge. This was in hopes to tie in the ideas of a commitment to providing accessible and inclusive services, programs and opportunities for all members of our community."

My problem with mindless scrolling

Since the age of COVID-19, I’ve found myself unable to get away from my phone. The craving for social connection is that much stronger, so every notification brings a little bit more joy, and when there aren’t any notifications, I find myself trapped in the infinity scroll purgatory just to feel any inkling of novelty. The cabin fever coupled with the incessant and habitual reach for distraction had me wondering if even had ADHD. I started to doubt my own cognitive clarity and then to numb it all, I would turn to another session of mindless doomscrolling.

And this self-doubt which naturally led to increased stress and anxiety further created a feedback loop that made me want to escape those uncomfortable feelings, thus more scrolling.  Of course, this is not new information nor are these new feelings. For years we’ve all been exposed to the think pieces, docuseries, and viral content pieces that again and again show us exactly why we need to get off these things. Or at least limit our use.

I wanted to envision the Instagram experience to see what I wanted, when I wanted, without having to search people up or fundamentally change how it works. This was to restore a sense of control over my dwell time and build a better relationship with the app, without feeling like I had to delete it after doomscrolling in the Explore page.

Restore agency with Lists

This feature set was designed with the intent to optimize engagement with our closest network, which many users have noted to be hard to navigate to when the feed stopped being chronological. To do this, I first designed a deeper dive into Instagram's Close Friends feature, with Lists. Lists can be created to organize content by grouping similar users. List preferences can be defined for a more curated feed viewing experience for your feed and the contacts in that List. Stories are also grouped into the List categories to create a hierarchy of stories (rather than an endless passive consumption model).

I wanted to design for purpose-built friction - to create pockets of slightly more effortful interaction, in hopes of injecting a moment of 'second thoughts' so to prevent myself and others from too easily entering a doomscrolling cycle.

I wanted a more immersive viewing experience for the intentional, tactical, short amount of time I would be scrolling. So the upper and lower navigation disappear on scroll.

Lists organizes your feeds and stories for an easy and efficient viewing experience.

This enables users to selectively scroll content, minimizing their need to scroll very far to see what they want to see, and enhances a sense of agency in a way that doesn't require a chronological feed.

My hypothesis was that if people could see what they cared about up front, maybe they wouldn't fall down a doomscrolling rabbithole.

Build agency and feel more in control of what you're viewing with Lists.

If you're a small business, make a list for your most loyal customers.

If your favourite people aren't your most interacted with, Instagram might not show their stories first, so add them to a list.

If you're heartbroken, add your ex to a list, then exclude that list of exes from appearing on your feed.

To spice things up, we can also set preferences for each list for priority viewing at the top of each others' feeds, hiding stories, and hiding content on feeds.

Instead of using infinite scroll to make things interesting and addicting, we can use human emotions and the craving for attention from those who don't want us.

Alternatively, these preferences also provide a good business case, as businesses can pay for this premium feature to show their posts at the top of their most loyal customers' feeds.

Stories are also grouped in their List categories.

For some added friction to protect against doomscrolling, click twice for stories: once to expand the category and a second time to view.

For fun, I added an explore page blocker that would simultaneously protect me from admiring other people's vacations, and call me out for not reading enough books.

In addition to increased agency, my goal to rearrange the hierarchy of feed content for greater control was to reduce slot machine logic.

Reworked slot machine logic

Posts appear to be in no certain order, rather they appear based on the coveted aLgOrItHm which follows a sort of “blackbox” model. You want to see content from those closest to you, but you don’t know when they’ll pop up, so naturally you continue scrolling, and scrolling, and scrolling, and scrolling...

A slot machine to a human, is like the sound of a bell to a salivating dog. Social media slot machine logic works according to behaviourist principles in reward schedules.

Classical conditioning 101

You might’ve heard of the classic psychological study by Pavlov, in which he conditioned dogs to salivate at the sound of a bell by pairing it with the presence of food. This is called Classical Conditioning. It’s when you pair an unconditioned stimulus, one that naturally elicits a response, with a neutral stimulus to create a conditioned response, where the naturally occuring response occurs now to the neutral stimulus, which together becomes a conditioned stimulus. In Pavlov’s study, dogs were made to salivate (unconditioned response) to a sound (neutral stimulus) without the presence of food (unconditioned stimulus), which together made up a conditioned response.

Over time we learn to expect the unconditioned stimulus and adapt our behaviour accordingly, or become desensitized to the stimulus after repeated exposure. This same concept applies to the value of. Rewards seem super valuable to us the first time we receive them, but may not be as meaningful after the tenth time, and especially not after we learn to expect it.

Slot Machines & reward schedules

Stimuli and rewards can be given at different intervals to get around this desensitized response, so that the effect is not diminished over time. One of the most powerful reward system intervals is is the variable schedule, which gives rewards in a random interval. Random intervals ensure the conditioned behaviour and response pairing remain strong, by reducing the likelihood of the receiver predicting the reward and adapting to its effects. It also keeps the participant tuned in, hungry, graciously waiting for that hit of dopamine.

social media addiction as an unconditioned stimulus

I liken our behavioural relationship to social media as a matter of classical conditioning, as opposed to operant conditioning, because I believe our reactions are so implicit and habitual, that we don't need to be trained through 'reinforcements' or 'punishment' to create very strong craving for our phones and/or social media platforms. Rather, I personally believe that the social connectivity satisfied through these platforms is more like a unconditioned stimulus that we naturally react to by seeking out, than a positive reinforcer such like in operant conditioning.

Lastly, I got some positive feedback from users on Twitter

Lessons to carry forward




Whenever learning to implement something new, take the time to really learn it, not just find the quickest solution.

Crazy 8's are good for the brain juice. Do them often. You never know what ideas are out there!

Custom code can become finicky when it comes to web-builders. Always console.log().

Related Psychology

Hover over highlighted text within case studies to reveal psych facts

Availability Heuristic

The Availability Heuristic is a cognitive bias in which we tend to call on the most readily available information in our minds to make evaluations. Just like how things in our immediate environment are easier recall, so are thoughts that are most common to our everyday interactions. It's easier to see the value in preventing risks that we can immediately call into mind and that we easily recognize as an impactful consequence of today, rather than tomorrow.

Application: Messaging about brain training to keep your brain sharp to engage in activities you love doing each day, could be more impactful than doing it to prevent dementia in 20 years, given the target audience has a more 'maintenance' health interest.


Self-Efficacy is our belief that we can be successful in the things we want to achieve. High self-efficacy is related to self-esteem, subjective well-being, and motivation. Source.

Application: We can aim to enhance feelings of self-efficacy by providing a resource that makes wayfinding easier for individuals of all ages.

Effort Justification

Effort Justification is a cognitive bias in which we associate greater value to outcomes that take more effort to achieve. Source.

Application: co-created experiences feel more personal, because we play a part in making them uniquely appealing to ourselves. With tactful added steps, effortful interaction that blends seamlessly with the experience can add that layer of co-creation. In UX there still should be a balance, as an effortful interaction can turn into a friction point.

This project was completed on the unceded and traditional territories of the Coast Salish peoples–Sḵwx̱wú7mesh (Squamish), Stó:lō and Səl̓ílwətaʔ/Selilwitulh (Tsleil-Waututh) and xʷməθkʷəy̓əm (Musqueam) Nations


The Availability Heuristic is a cognitive bias in which we tend to call on the most readily available information in our minds to make evaluations.  It's easier to see the value in preventing risks we easily recognize as an impactful consequence of today, rather than tomorrow.

Application: Messaging about brain training to keep your brain sharp to engage in activities you love doing each day, could be more impactful than doing it to prevent dementia in 20 years, given the target audience has a more 'maintenance' health interest.