Through the years I gained a better understanding of breaching the gap between business goals of stakeholders and the user and their needs. With this knowledge I intent to create designs which are beautiful as well as functional. I believe that nothing must be orbitrary or left to chance. Care and accuracy in the design and the design proces show respect to the user.
My aims is always to reduce unnecessary noise. Keep the interface clear, clean and simple. Use fewer elements, let the user focus on the message. The primary function deserve the full attention!
Essentially this should contribute to a flawless experience of the user and a realisation of business objectives.