About

We are usability and experience design experts.

Since 2009, we’ve worked with our clients to design and build digital products, websites and experiences.

And while our work has won some awards (we've been named to the Entrepreneur 360 and the Inc. 500), we’re most excited to help our clients see measurable improvements in their businesses and organizations. We live for increasing conversion rates, reducing friction, telling stories, and helping our clients grow.

We work on all kinds of projects: think marketing and e-commerce sites, mobile apps, internal applications, vision-setting projects, and 1200 sq. ft. semi-trailers with interactive exhibits inside.

Most importantly, the work we do is fun. We love our industry and the people we work with—and we’ll love your brand like it’s our own.

Core Values

These foundational principles guide our actions:

Invested

We respect our crafts and care deeply about producing work that “just feels good.” This reverence results in us having an innately high bar for the quality of our work. No one has to ask us to make something the best - we do it by default.

Impactful

We do work that has meaningful outcomes for our clients, users and communities. Our work is intentional and resonates with real people and their experiences in the world.

Humble

We understand the value of perspectives beyond our own expertise. We strive for the best solution, no matter whose idea it is. It’s not about us - it’s about doing what’s best for our clients and their users.

Courageous

We are daring when taking on new opportunities. Driven by curiosity and confidence, we’re willing to face the unknown and do whatever it takes to get the job done.

Team

Simple Focus started as a small team of designers who could code. Since 2009, our squad has expanded to include developers, researchers, strategists, writers, and project managers. While we have different skill sets, backgrounds, and musical tastes, we’re all passionate about serving our clients and doing beautiful work.

JD Graffam

Owner

As Simple Focus's founder and owner, JD sets the vision for the business, builds relationships with our partners, and mentors our team.

He is a nationally recognized user experience expert, author, speaker and writer, and he loves helping others in our industry learn from how we do things. In addition to Simple Focus, JD owns more than 10 profitable businesses.

When he's not at Simple Focus, speaking, or serving on several philanthropic and university boards, JD likes to work out and spend time at home with his wife and three young children. His favorite emoji is the muscle arm.

Medium

Patrick McNeely

Vice President of Experience

Patrick is a user experience expert who oversees the work we do at Simple Focus and keeps our team focused on optimizing usability in everything we do. He also makes sure our team is happy and fulfilled, while pushing us to do our best work (which he’s great it, because he used to be a UI designer). As our resident Cool Dad, Patrick plays in two bands and has a preternatural talent for racquet sports.

John Mears

Director of Creative Services

John leads all aspects of our user experience and design work, overseeing the quality of our work and challenging our designers to learn and grow. In addition to being a talented UX/UI designer, John is a brilliant fine artist who makes really good buttermilk biscuits.

Kerry Crawford

Director of Research and Strategy

Kerry is responsible for setting and guiding strategy for our projects, running our user research and overseeing the quality of our content work. Outside of Simple Focus, she hoards books and does aerial arts.

Locations