Two great UX events are happening this week. See you there?

I’m excited to be part of two really great design-related events this week. Both are happening in the local, Scottsdale, AZ area.

Info and links appear below. Hope to see you there!

IxDA Phoenix presents UX Director and Author, Tom Greever


As friends of this blog know, I’m a local leader for IXDA PHX and also work as a Principal Strategy Analyst at Ethology. The two worlds collide tomorrow, Tuesday, May 10th, as the IXDA hosts author Tom Greever on-site at the Ethology Scottsdale office for a talk on his new book, “Articulating Design Decisions“.

The event is SOLD OUT. Here’s the Eventbrite page, just in case tickets free up:

If you’re not able to make it, check out the bottom of the Eventbrite page for links to Tom’s video series, Twitter, and more. He’s a great speaker and he knows UX.


AMA Phoenix presents Tony Quiroz & Jen Walsh of Ethology


Jen and I are doing a special session on Journey Mapping for the AMA Phoenix this Thursday, May 12th from 3:00pm – 5:00pm in Scottsdale. Journey Mapping has been a hot topic in UX, CX, and Digital Marketing circles for a while now. It’s become a critical analysis tool in an age of smartphones, tablets, and brand experiences that are less about the name and SO MUCH MORE about the need.

We’ll break down the components of the journey map, talk about when and how to use this tool, and share some real world examples of putting the journey map to work to produce some pretty amazing results.

Tickets are still available. Come check it out!



Digital Agency Bloopers

Due to a Slideshare SNAFU (my own doing, I’m sure), I lost a bunch of content and had to repost some decks online. This one is for a talk I gave at Digital Summit Phoenix 2016, on February 8-9 at the Phoenix Convention Center. The topic was, “Digital Marketing Agency Bloopers”.

Digital Agency Bloopers – Illustration by Sheriden VanHoy for Ethology

While most of the speakers took an ‘expert’ stance and dished on topics like Search, Content, Customer Experience, Remarketing, Engagement, etc. The Ethology team decided to go the other direction and turn the spotlight on ourselves. If we’re all really so into CX — can we say we’re practicing what we preach with our own customers?

Most of the times, yes. But crafting a great customer experience is a journey. And you’re bound to make a few mistakes along the way. The slides tell the rest of the story.



Experience Mapping Webinar

Experience Mapping (aka Journey Mapping) is an essential tool used for studying and optimizing the customer experience. If you missed my Experience Mapping webinar back in February, you’re in luck! An encore presentation has been scheduled on Tuesday, April 12th at 1:00pm EDT.

My fellow Ethologist, Geoffrey Wilcoxson, will be joining me this time.

Here’s a link to sign up:

For a sneak peak, you can check out the slides here on Slideshare:

The best UX…

Is rooted in CX. You have to learn the business, the customer, the competitors, and the journey to really do it right. This is the core of my job right now: Combining business strategy with customer experience analysis and using what I learn to craft great experiences that deliver (measurable) results.

Business blueprints, empathy mapping, personas, user testing, customer interviews, journey mapping, site maps, wireframes, design standards, terminology guides, analytics … You name it, I’ve done it, and loved it, and can tell you stories!



Sample Journey Map design, 2015.

Leadership is a passion

I didn’t realize it at first, but building teams, finding talent, organizing around a mission, building to scale, and delivering great work is huge for me. As a Principal Design Analyst at Sage Software, I had a hand in building their UX team from the ground up. I did it again as VP, UX at Lumension / Heat Software. That was 8-years with an International team. (Agile development) I’ve gone back to being an individual contributor now, but leadership truly is a passion.  I’d like to get back to that.


Lumension / Scottsdale, AZ UX team, circa 2014.

I am not a visual designer…

But I play one on TV.

Seriously, though, I see visual design as a talent unto itself. Just like UX. Sure, I’ve designed websites … banners … ads … and more. You’ll get great clarity and content, a good UX. But I design as a UXer. A visual designer designs as an artist. I prefer to team up with an artist to get the very best result. But I’m not too shabby on my own. Sketch is my design tool of choice.



Happy New Year!


I’m working on a new personal site for 2016 that will replace this illustrious blog and add some portfolio work, complete with project stories and design artifacts including sketches, journey maps, wireframes, and user testing summaries. I’ll also have some interesting UX strategy stuff to share.

There’s definitely a bit of the old saying, “The cobbler’s son needs new shoes” going on here. It’s hard to focus time on yourself when you’re so busy helping others with their projects. But it has been fun to think about, and I’m excited about the new site.



In the meantime, keep an eye out for me at the Digital Summit Phoenix, February 8-9, 2016, where I’ll be giving a talk on “Digital Agency Bloopers.”




Oh, and check out the new redesign. This was a complete DIY project by some very talented people in our agency’s UX and CS departments, among others. If you scroll the About section, you’ll see a mini profile on your’s truly.


Hope you have a great start to 2016! -T



Save the Dates

There are a bunch of great – and free – design and customer experience events coming up this Fall.

I’m honored to be a part of all of these.

Thursday, September 17, 2015 at 10:00am Pacific, 1:00pm Eastern

DIGIDAY & Ethology – Free Webinar: How to Integrate User Experience with your Content Strategy

I’ll be joining Ethology’s Director of Content, Anna Hrach, to discuss best practices for pairing content strategy and UX. Now more than ever, these two functions need to be working together from the very beginning of your technology projects.

Wednesday, September 23, 2015 at 6:00pm, COPLEX, Tempe, AZ

IXDA PHOENIX – Journey Mapping 101

Come hear myself and Sean Rice, Senior UX Design Strategist at Ethology share our experiences working with Journey Maps. This is a “what, why, when, and how” session coupled with an MS Ignite-style intro and a hands’ on activity. Be there or be square.




October 17-24, 2015 (Conference 17 & 18)

Phoenix Design Week – Method & Madness 2015

The good and talented folks at AIGA AZ have crafted another inspiring line up of speakers and sessions this year. Check out the website for full listings. IXDA PHOENIX is hosting one of the free events during the week, with a theme of UX and Development – working together. Stay tuned for more info. on that.

Thursday, November 12, 2015

World Usability Day 2015

It’s the ten-year anniversary of World Usability Day! This year’s theme is “Innovation”. Planning is underway for the local Phoenix / Tempe / Scottsdale area event, hosted at the PayPal office in Scottsdale. Stay tuned for details.

Hope to see you soon!

Why isn’t there anything new on here?

Yes, yes. I know. The blog hasn’t been updated in quite a while. That’s what happens when you change jobs. Things get crazy!

I’m now a UX Design Strategist for Ethology, and I’ve been working on some AMAZING projects. It gives me a chance to stretch out and do more of the full array of UX work, including:

  • Empathy maps
  • User testing (out in the field, no less!)
  • User personas
  • Journey Mapping
  • Wireframing
  • “Mobile First” design (yes, that counts as a thing)

And more.

I’m also continuing my work with the Interaction Design Association of Phoenix, better known as IxDA PHX. And I’m tweeting here and there (@TQ_AZ).




I haven’t updated the resume on this site. Sorry. Yet another point of neglect. But man, I have some good ideas in the hopper. Keep an eye on this space. It will come back to life shortly.

Be well. -T