Hey, I’m Brett Sebbio.
Experience strategist, problem solver, and team builder.
I’ve generated millions of dollars for clients and employers by identifying the underlying motivations that drive their user’s behavior. My systems bridge the communication gap that commonly exists between product development and marketing. Clients use me to determine the best solution for their software platforms, e-commerce sites, and end-to-end customer experiences.
It’s my belief that user experience is a way for someone to make a difference. It’s exciting to design experiences that impact the lives of many people on a daily basis. And it’s rewarding to build high-functioning teams, training other designers and giving them the ability to impact others themselves.
There Are No Magic Bullets
Ultimately, a good experience is outcome focused. But there are a few ingredients that make for a special sauce.
Solving Problems
What is the problem you are trying to solve? A good experience is no longer a means to differentiate your product or service, it’s an expectation. A great experience will inspire more loyalty than ever before.
The Users
What’s your goal? What are your users goals? Companies no longer have the luxury to make assumptions about their users. They need to learn everything about them. What drives them? What are they afraid of? How do they behave? Why?
Context Matters
If context didn’t matter, user centered design would not exist. There would be a single optimal solution to all design problems. Every website would look the same. All of your information would be organized the same way as your competition’s.
About Me
As a youngster, my parents taught me that everything must be earned, so after a few failed attempts I got my first job working at Burger King. It was an eye-opening experience.
I studied visual communication and entrepreneurship at Bowling Green State University. Our program prepared students for life as an employee – 3 internships were a requirement. But it also prepared us to be independent, entrepreneurial – our capstone class required us to sell and complete a freelance project. BGSU taught me that I don’t have all the answers, and success would require critical thinking, lifelong learning, and constant hustle.
Now, as an experience strategist, I focus on getting results. Businesses give me goals – I explore and discover what the problems are, who the audience is, and design systems that ensure compliance and therefore, success.
It’s not enough to simply hire a person, consultant, or team to “fix the user experience.” While they will improve your product or service, without the right culture, success will not be achieved.
Why This Works
Your UX or CX team will encounter many forces conspiring against a user-centered culture. Your team will face outdated processes and corporate structures, internal politicians, a lack of institutional knowledge, regulations, and so many other roadblocks. Making matters worse, during a culture shift, everyone says the right things. They say they are on board. They may even want to be on board. However, when things get tough, their behavior will default back to the level of training. It’s irrational, but logical – this behavior successfully got someone their current job. The trick isn’t to mandate change. It’s to lead. You must incentivize your teams to follow a new system which ensures everyone is contributing to the welfare of your users. I help companies design their own system that fits the current situation they are facing. One that will automatically test, measure, iterate, and communicate, ensuring you make informed decisions, keep everyone aligned and keep pace in an ultra-competitive landscape.
Without a system in place, you’ll start from scratch every time you need to need to pivot. You won’t be able to move quickly enough and you’ll helplessly watch from the sidelines someone improve upon your product, or worse, disrupt your industry.
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