I am intrigued by statement 6. Be Brave.

Would you explain or imagine for us what these schools of thought look like in your mind? What kinds of guiding philosophies are you thinking of? Would you look to other traditions, such as graphic design and architecture, among others, to extend and draw upon philosophies from these traditions?

I do feel to create beauty in web design requires professional artistry through skill acquired through experience – where skill becomes a habit and artistry results. Maybe it takes the industry to mature to a stage where schools of thought can develop? Perhaps we are coming to that point now?

Re: SXSW, that sounds like another blog post to me :)

The emotional impact of good experience design and Actual Proper Content Strategy are the two things I’m vehemently championing. Hopefully more clients will see its benefit in the years to come.

On a slightly related note, I’d love to hear more about your thoughts on the SXSWi experience overall.

I prefer to think I design FOR experience. I wouldn’t be so arrogant to claim that I design what goes on in people’s heads; but an appreciation of how people are likely to perceive, understand and enjoy my work is central to what I do. I try not to just create an interface – I try to consider what the system can do that will make my user happy, productive and so on.