Executive Director, USA

Joe is the Executive Director for Tonic3 and W3 in the U.S. and is responsible for our UX Agency, Consulting Services, and Nearshore Development teams. He cares deeply about doing User Experience right and works to ensure we have a well-built, well-trained, and well-led team to deliver world-class work for our clients. Joe’s #1 job is to make sure that we not only deliver great results, but deliver them true to our culture of Hard Work, Plain Speak, and Accountability.

After receiving his MBA in International Business, Joe has fed his hunger for challenges with management postings doing work across 12 countries, three industries, three languages, and multiple business models - building and managing both large and small teams along the way. In 2008 he left the corporate world joining W3 to launch a nearshore development model, then a UX agency in 2014 and a Consulting Services business in 2015. Joe believes that User Experience, with its changing nature, evolving influence, and growing body of knowledge presents an endlessly fascinating challenge. When not working he enjoys his wife and 4 kids, competitive soccer, woodwork, and volunteer time mentoring teenagers.


Director, Research and Testing

Joanne leads the work at Tonic3 that focuses on user-centered research and strategy. Joanne’s leadership ensures our strategy is grounded in a fully articulated view of reality - because great brands and user experiences simply cannot be delivered without it.

Her specialty is crafting rigorous, yet practical client programs grounded in a rich, nuanced knowledge base. This base provides the foundation for everyone’s work and makes it possible for Tonic3 to help clients deliver delightful, differentiated user experiences. As Joanne has honed her innate curiosity though work in industries as diverse as e-commerce, finance, software development, and travel, and with experiences ranging from leading Travelocity’s Global Consumer Insight group to helping both start-ups and major brands, such as Intuit, Lennox, Envestnet, and Active Network, she has developed the ability to quickly grasp both the core factors and nuances that face each new client.


General Manager, Consulting Services

Jim is General Manager of the Consulting Services Team at Tonic3. With over 10 years of experience selling services within the Healthcare, Technology and User Experience industries, Jim oversees a full design and copy team, developers, and support staff across a variety of teams and clients throughout the United States for Tonic3. His earnest and honest approach to building relationships with both his clients and team members has resulted in business growth and long-lasting partnerships throughout his career.

Prior to 2006, Jim served for 6 years in the U.S. Army which included a 1-year deployment to Kosovo. His degree and early career focus was in Broadcast Journalism where he produced over a dozen stories for Armed Forces Network and worked in commercial radio. Jim enjoys spending time with his wife and two girls, distance running, basketball, writing, video editing and sharing a glass of wine with friends.