![](https://www.s2ui.com/wp-content/uploads/2019/03/s2ui-logo-white.png)
The Who, Why & How
![S2UI STOO](https://www.s2ui.com/wp-content/uploads/2019/03/s2ui-profile-new.jpg)
S2UI STOO
CEO & Co-Founder
“Because I am good at this. Let’s put our heads together & create something rad.”
![John Muehling](https://www.s2ui.com/wp-content/uploads/2019/05/p1.png)
John Muehling
Strategic Advisor
“Tight lines lands the fishes, but clean data leads to riches…let’s clean it up!”
![John Siefert](https://www.s2ui.com/wp-content/uploads/2019/03/john-profile.png)
John Siefert
Co-Founder & Board Member
“Because user expectations have changed and
![Shannon Shiell](https://www.s2ui.com/wp-content/uploads/2019/03/shannon.png)
Shannon Shiell
Design & Support
“Great eye for design, loves vino and FSU!”
![Puff Ruff](https://www.s2ui.com/wp-content/uploads/2019/03/puff-ruff-profile.png)
Puff Ruff
S2UI's Dog
“Seriously? C’mon man, you know why I’m here: cool ideas, sunshine, and rollin’ in the sand!”
![Ian Shiell](https://www.s2ui.com/wp-content/uploads/2019/03/ian-profile.png)
Ian Shiell
Co-Founder
“Because we are moving from a search to feed world so let’s get your groove on.”
![JoAnn Talia](https://www.s2ui.com/wp-content/uploads/2019/03/joann.png)
JoAnn Talia
Client Success
“Teacher, Client Success Leader, SF Bay Area kid & Niner fan son!”
![](https://www.s2ui.com/wp-content/uploads/2019/03/s2uithought4.jpg)
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Understand the goal of the content and the context of user expectations
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Design a UI that plays into the UX flow of content delivery and user intent
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