Aaron takes in all the inputs, including the high-level mental model, the high-level information architecture, and the client requirements, and -- through a continuation of the iterative user-centric design process -- generates the detailed design needed to realize a complete and consistent solution. Aaron’s focus encompasses detailed user interaction design as well as visual design/aesthetics, including interface tone, style, layout and graphic design. The contributions of Aaron and his team reinforce and carry the Mental Model established for the application through all aspects of the design process. Aaron spent nine years in the advertising industry as an Account Manager at various agencies, including J. Walter Thompson and Ammirati Puris Lintas; working for such clients as Bell Atlantic, Sprint and Compaq. In this role, Aaron led teams of creative-, technical- and business-focused contributors in order to achieve his clients’ tactical and strategic marketing and communications objectives. Aaron has had success generating leads, encouraging product trial, building sales, and developing brand identity. By the mid 1990’s -- as the web and the worlds of software development and brand identity began to intertwine in new and interesting ways -- Aaron left New York City for Silicon Valley, joining Mental Models in 1996. Aaron graduated cum laude from the Wharton School at the University of Pennsylvania with a BS in Economics.