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.  Along with Marti Gold, Joanne’s leadership ensures our 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.



Distinguished Principal, User Experience

Marti leads the work at Tonic3 that focuses on building and delivering UX solutions. Along with Joanne Kok, Marti’s leadership helps us deliver work that solves the right problems and is beautiful, practical, usable and scalable. She is a UX professional with more than 20 years of enterprise-level experience and specializes in UX problem analysis, user interface and interaction design, rapid prototyping and the development of corporate UX standards. Marti is the author of “UX Style Frameworks: Creating Collaborative Standards.”


The former Creative Director for Travelocity, her award-winning portfolio also includes work for Citi, Intuit, Envestnet, AT&T, Expedia, Dish Network, MGM Grand, and many other internationally known brands. Her past speaking events include SXSW Interactive 2015 and TalkUX in Atlanta, while her logo design for the MGM Grand is one of world’s most recognized brand symbols.  Marti is passionate about the benefits of rapid prototyping and testing, and creating reusable components to decrease time to market.


Principal, User Experience

Cecil is the User Experience Principal for Tonic3 and has over 20 years of industry experience. He is a conceptual expert and strategic-minded leader in analysis, information architecture, user interface and interaction design. He leads the team through design activities, blending business and user goals to create the ideal experience.


His industry experience spans both B2B and B2C in financial services, telecom, health and travel. Working with companies such as; American Airlines, Bank of America, BASF, Capital One, CenturyTel, Citibank, JC Penney, Lockheed Martin, Sony,  Travelocity, VHA and 3M.


Cecil grew up in Austin, is married, and has three daughters and two rescued dogs. His extensive list of interests include reading, nature, woodworking, and making art. He often contributes his time and artwork to local charities.



Managing Director, Customer Experience

Ginger is a customer advocate that enjoys improving the world we live in through innovation and user experience lead design.  She is responsible for company growth, ensuring delighted customers and the project management team.  Her focus is being a trusted advisor, contract originator and facilitator, strategic leadership, strong communicator and an excellent listener.  Her passion is building long-term relationships through dedication, teamwork and results.


She has provided professional services to customers for over 20 years.  A few of the companies she has worked with include:  Expedia, Neiman Marcus, Sally Beauty, Dallas County, ABSG, PepsiCo, PSCU and


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.



151 W. Walters Street

Lewisville, TX  75057   USA


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