Where do great ideas come from?

The best ideas emerge when teams collaborate and  people share thoughts without fear of being judged.

Hi, I’m Roy Zornow, founder of Usergoals.   I’ve been designing products and user experiences for over 20 years. I strongly agree with  Google’s “Project Aristotle”:  the most effective teams are not necessarily those with the smartest people, instead they are those with team members who share, who collaborate, and who respect and care for each other.

My goal is to contribute my knowledge and energy to this type of team, and ultimately, to give people a better experience with technology.

What I do

  • UI/UX design
  • Agile project management
  • Storymapping
  • User research and testing
  • Interactive prototyping
  • Pragmatic personas
  • Mentoring

Things I’ve made

  • An enterprise-wide campaign management platform
  • Apps and responsive websites
  • Configurators and trip planners
  • Social media integration
  • A hands-free in-auto mobile suite
  • An ecommerce application
  • Online contests


The Work

I’ve included traditional  work samples in this site, but the case studies below dig deeper into the thinking behind projects.

Case Study: Marketing Campaign Management platform

IBM finally recognizes its most-neglected user, the IBM employee.

Article: The UX Role in Agile Discovery

UX practitioners are key to the Discovery process, but they can easily fall into the trap of a reporting rather than collaborating. 

Case study: Responsive Trip Configurator

It’s much easy to take a spontaneous trip when you can “make it up as you go along”.