I am first and foremost a product designer. I enjoy solving unsolved problems in people's lives using empathy and innovation. It’s the unsolved problems that intrigue me — rather than competing with a better feature or two, I particularly enjoy coming up with products that are fundamentally innovative. Unsolved problems are an addicting challenge, and they’re so ambiguous that they require deep empathy, thinking from many different angles, and a-game brainstorming. I attribute most of my products' successes to deep empathy — being able to get into a user's head, understand their psychology, leverage what cognitive science teaches us about optimal experience, and design something that reduces the cognitive burden placed on a user by so closely matching a product and its interface to how they naturally think about and want to interact with it. The result: innovative and complex products with interfaces that are as natural to use as a pencil.