During years of client ethnographic research, I kept noticing the same pattern: a guest’s journey was already shaped by friction—wrong turns, bad signage, conflicting apps—long before they ever reached a brand’s front door. Combined with my own travel frustrations, it led me to coin an evolution of wayfinding I call Wayknowing.
As Co-Founder and Executive Creative Director at Eleven, I created brand initiatives for clients like Apple, Virgin America, and Disney, and led experience design initiatives for Chevrolet, Google Retail, Pella, SFO, Carmel Valley Ranch, and Dignity Health.
There’s no single app or platform that's going to solve the friction of navigating urban environments. I've published this site in hopes that urban designers, mapping platforms, wayfinding experts, and AI developers recognize how interconnected their disciplines have become—and start building solutions together rather than in silos.
If you’re working in one of these spaces and see the connections too—or want to challenge my thinking—reach out. I'd rather have ten sharp conversations than one more solo panel talk.
