I LOVE designing for people who genuinely HATE technology—the ones intimidated by apps and interfaces, who feel tech complicates their lives. I want to show that it can give them more Freedom than they imagine, if we design it right. I learn by doing, and believe simplicity is the hardest thing to design. My approach in life and design is the same: understand the real problem first, move quickly, prototype and test with real people, and never assume I got it right the first time.