Our Design Principles
  • 1. Don’t make users think
  • 2. Don’t squander users’ patience
  • 3. Manage users’ attention and focus
  • 4. Use effective writing
  • 5. Strive for simplicity
  • 6. Don’t be afraid of the white space
  • 7. Establish visual conventions
  • 8. Test early, test often
Thanks for the inspiration, Whitney Hess!

Mike Kelly

I love making things and making things work better. I am a designer, entrepreneur and digital delivery expert. My clients include Intel, United, American Express Publishing, Capitol Records, The Council of Fashion Designers of America (CFDA), Columbia University, Condé Nast, Hearst Corporation, A Diamond is Forever, Microsoft, NYC & Co, Pitney Bowes, Reuters, Sferra Linens, Time Inc., The Travel Channel, and 1800Flowers.

Currently, I work for Bridgewater Associates, the quintessential hedge fund. My role is to drive innovation across research products. I identify user needs and patterns across different products, and then shape them into (hopefully) better and simpler patterns that can be woven back across the entire suite of products.

Previously, I served as the Director of User Experience for McGarryBowen (ad agency), Creative Director for Hudson Union (interactive design studio) and Director of Experience Design at ZEFER (UX-focused web consulting). I worked with the Advanced Reading Technologies Group at Microsoft helping devise interactive advertising prototypes for tablet-based periodicals.

In a previous life, I co-founded Undergroundfilm, a broadband film syndication company, and served as General Manager of Pop.com, an online entertainment platform that was a joint venture of DreamWorks SKG, Imagine Entertainment and Vulcan Ventures.

I’ve taught courses on digital publishing and mobile UX at Columbia University’s Graduate School of Journalism and the Pratt Institute. I hold a BFA from Tulane University, graduated from Boston Latin and live in New York City with 2 terrific kids.