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amber tripp perez

I’m Amber Tripp—UX strategist, creative director, and behavioral marketing nerd with a not-so-linear path. I blend design thinking with behavioral science to build brands that connect and strategies that stick. I also write about mindset, leadership, and what it means to stay human—especially after cancer rewired the way I see everything.

Newest Articles
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Headless, Hybrid, or Traditional CMS: Choosing the Right Stack for Real Humans

Choosing between a traditional, headless, or hybrid CMS can feel like a purely technical decision. It isn’t. This post breaks down each model through the lens of editors, developers, and end users so you can pick a stack that supports real content workflows, multi-channel experiences, and long-term flexibility without overengineering...
Marketing for different personality types
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Designing for Different Brains: Using DISC to Shape Better Marketing and Customer Experiences

This post reframes audience research through the DISC model—Red, Yellow, Green, and Blue—so you can spot behavioral patterns in your data and design experiences that match how different personalities make decisions....
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The New Attention Funnel: Designing Campaigns for People Who Don’t Want to Look Up

Most buyers aren’t giving your campaign their full attention. They’re skimming between notifications and tabs. This post reframes the classic funnel as attention windows and shows how to design campaigns that earn one more second, then another, until you finally win real focus with creative, UX, and media working together....
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Designing a Brand for Both Buyers and Employees

Most brand work is either outward-facing (“What do customers think of us?”) or inward-facing (“How do we attract talent?”). The problem is that your buyers and your employees experience the same company. When the story they’re told doesn’t match the reality inside, trust erodes fast. A modern brand has to...

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Accessibility as a Competitive Advantage, Not a Checklist

Accessibility is often treated as a late-stage checklist item, but it is one of the fastest ways to improve overall UX, expand your market, and build trust. This post reframes accessibility as a strategic advantage and walks through concrete, realistic ways to bake it into design, development, and content from...
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The Hidden Tax of “Polished” Work: Why Over-Editing Kills Original Ideas

Over-editing feels like care, but it often slows learning and sands off the ideas people remember. This post shows a simple three-pass workflow, concrete examples, and fast metrics you can track in 48 hours to ship with more clarity and better results....
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The State of Digital Marketing in 2025

Marketing shifted: search answers in-SERP, creators shape trust, marketplaces close buys, and AI speeds cycles. Here’s how to turn those shifts into pipeline and revenue—with clear roles and measurement....
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Communication by Design, Concentration by Choice

Always-on culture is taxing your team’s focus. Learn a simple system—response classes, focus blocks, and office hours—to protect deep work without hurting collaboration....
Three exploding spray-painted barrels with the word “DESIGN” across them and a bold red X over the center, symbolizing disruption in traditional aesthetics
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Intentional Mess: How to Harness the Anti-Design Trend Without Abandoning Good Design Principles

Anti-design is everywhere right now—gritty fonts, clashing colors, broken grids. But the best versions aren't messy by accident. They're intentionally designed to feel raw, real, and human. Here's how to embrace the movement without throwing your principles out the window....