I am Cheryl Friedman.

Developing user centric websites is my passion.

I also have a passion for taking pictures of flowers, which explains the picture.

I have a diverse work background that began in insurance operations; I was an operational user of multiple systems who moved into a technical role as a Systems Analyst. I always carried the mindset of "what does the user need?" with me in that role, and every role I've had since then.

Yes. I was focused on usability before UX/UI was cool.

I am experienced in defining user and technical requirements, developing wireframes and prototypes, single source methodology, communication strategy, and site promotion. I have designed and launched Intranet sites from start to finish, as well as re-designed sites to improve their usability and functionality. I am also skilled in technical writing, taxonomy, software testing,and systems analysis.

What I bring to the table

I take the time to understand the big picture and plan accordingly. Planning is key. I believe that less is more and clean design wins every time. I ask the right questions and get to the heart of the matter. I stay current with design trends and usability methods, but I'm not a slave to them. I believe in consistency, templates, and standards, but also believe each project can, and should, have a uniqueness about it that brings it to life.