About Joe

I am a user experience designer and San Marzano purist living in a small Italian enclave north of Toronto.

After a short but illustrious tour as a European copywriter, I started my user experience practice in Toronto in 2001. A lot has changed since then.

-- Systems not screens --

Over the years I've had some success in helping businesses and colleagues move toward designing systems. It's one thing to create a series of screens that link together, but something magical happens when an entire organization can design a system that works on multiple levels for a brand.


Customer Journey MappingExperience MappingInformation ArchitectureOmni Channel StrategiesPersona CreationRapid PrototypingSite MappingSystem FlowsUsability TestingUser Experience StrategyWireframing


Air Canada, Campbell's Soup Company, Canadian Tire Corp., Environics Canada, General Motors of Canada, Government of Canada, Johnson & Johnson, Mazda Canada, Mercedes-Benz, TADA, University of Toronto