Why “Sonder & Rise”?
The word “sonder” isn’t technically a word. You won’t find it in the dictionary. Well, Meriam Webster at least. You will find it in the Dictionary of Obscure Sorrows:
Sonder — n. the realization that each random passerby is living a life as vivid and complex as your own—populated with their own ambitions, friends, routines, worries and inherited craziness—an epic story that continues invisibly around you like an anthill sprawling deep underground, with elaborate passageways to thousands of other lives that you’ll never know existed, in which you might appear only once, as an extra sipping coffee in the background, as a blur of traffic passing on the highway, as a lighted window at dusk.
Sonder is the result of truly understanding the human condition, at a deep, emotional level. It’s like empathy, but somehow goes beyond it. Experiencing sonder instantly resets perspective; no longer is the simple widget being designed the scope of the problem or opportunity space for design. Suddenly the wicked problems of the world jump out, plain and clear, and the designer can do nothing but yearn to solve them.
From the Interaction Design Foundation:
Wicked problems are problems with many interdependent factors making them seem impossible to solve. Because the factors are often incomplete, in flux, and difficult to define, solving wicked problems requires a deep understanding of the stakeholders involved, and an innovative approach provided by design thinking. Complex issues such as healthcare and education are examples of wicked problems.
It is my lifelong goal to highlight the promise of design at levels of altitude rarely considered — hence sonder and rise. On second thought, should it have been Sonder then Rise? Who’s to say.
Who I am
I have worked in user experience, product design, and product management for the past 18 years, with stints in agencies, startups, higher education, travel technology, financial services, and retail e-commerce industries. Much of that time has been spent in design leadership roles. I have watched the design discipline grow considerably in my time, and have also witnessed opportunities to find a foothold beyond the surface level of our consumer market economy missed. I strongly believe design is at a critical inflection point, and the opportunity to go further is there if we reach for it.
To me, it all starts with positioning design as a transformational function within our largest industries. Much of my focus over the last several years has been in this area, and in that time I have amassed many wins and losses to help guide those who wish to follow a similar path.
I currently lead customer-focused product design teams at Kroger. The opinions expressed on this website and newsletter are mine, and not reflective of my employer.
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