You are beholden to both a brand and their customers. You balance business requirements with user needs, forever advocating on their behalf. You have experience concepting and defining digital products and services, and understand the need to position them as a true extension of the brand. You are equally as grounded in best practice as you are willing to take risk, and understand the nuance associated with different digital channels and/or types of experiences. You know your client’s business as well as, if not better, than they do, and leverage that expertise — both in maintaining a vibrant relationship and in building new business. You uncover insights, using them as inputs in the creation of high-level frameworks, detailed UX recommendations, and ultimately, robust, component-based systems.