About JRS

I’ve always been fascinated by psychology. For as long as I can remember, I’ve been people-watching, trying to understand each person’s story. Back then I didn’t know the word, but I’d been building personas and aligning people to archetypes since I was a young boy.

That curiosity, combined with a yearning to learn and a need to create in every medium I can get my hands on, made my career and an eclectic range of side hustles feel inevitable.

Over the past 11 years, I’ve worked across product design, UX design and strategy, AI automation, omnichannel strategy, creative direction and photography. I’ve seen trends come and go. Digital transformation became AI. Life went fully virtual, then physical again. Accessibility moved from an annoyance to a baseline expectation. UX evolved from sketches in the corner of an office to leading the full customer strategy.

What I’ve learned through all of this is this: “putting humans first” is not about slogans. It is about resisting the pull of shiny technology for its own sake, designing for the way people actually behave, not how we imagine they should. It is about listening harder than you speak, building systems that give people clarity, and offering a real exchange of value between brand and customer.

That’s why I keep coming back to the same phrase. No matter how the tools change or the channels shift, the work only matters when it works for humans.