Tracy started as a digital designer in London during the late 90's. "It was a great time to start because you had to do so much: graphic design, front end development, content development, Information Architecture etc. The methodologies weren't formalised, and mostly we just had to take chances and figure stuff out as we went. Good old trial and error!" Since then she has worked within agencies, corporate institutions, charities and with small business owners, picking up rich information about users and stakeholders, the creative process and the not so creative process. Her relatively diverse background in creative direction, visual design and front end development makes her a (proud) generalist. "Sometimes I get to work with specialists, working to create intuitive, elegant interfaces and experiences that a business can be proud of and that their customers can enjoy. I help enterprises of all varieties to think about how to create experiences that are useful to their customers before they attempt to make them usable. I am always looking for different tools and methods, with the main aim of helping people to get to the crux."