Who's designing

Call me Dorsey

I've been solving product problems since before "product design" was a job title. Started in 1993, designing interactive kiosk installations when most people didn't know what a website was. I've since collaborated with companies including Alpinestars, Boeing, Disney, Imagine, Natural Gourmet, Nike, Mercedes-Benz, and Tetra Pak (inventor of the milk-carton).

My approach is "Find the better why": I question why things work the way they do, then design better solutions that align with human psychology. Whether I'm convincing Mercedes to ditch main menus, making insurance payments feel like shopping, or launching a CPG product designed to inflict pain. I focus on the unchanging human truths that drive behavior across any context.

I fund my own experiments (like Danger Snacks, my spicy candy business) because real-world validation with real money teaches design thinking that no corporate project can. After seven years of conversion optimization on my own product, I bring insights about human motivation that most designers never experience.

If you don’t want to hear the truth, don’t ask. I identify the psychological problems that create interface problems, then solve them with design approaches that work across industries. If you need someone who sees patterns others miss and isn’t afraid to challenge conventional thinking … I’m your him. (Answered before you asked.)