You don’t care about trends: you are a visionary with a deep understanding of human behaviour.
You partner with clients and own their product’s values, therefore you are able to translate their requirements for functionality into interactive solutions. You push the work through strong collaboration and challenge the team to think beyond what’s expected.
This is a hands-on role: you create designs, personas, sitemaps and whatever is needed to bring the team’s ideas to the surface. This entails a thorough analysis of the market and knowledge of users’ psychology; design of the human-computer interface for optimal effectiveness; integration of well-architectured content; graphic design and finishing for best aesthetic appeal.