# goldfoot.com

> Joel Goldfoot is a product design executive. He designs behavior: how AI
> products, and the organizations that build them, act, earn trust, and recover when
> they're wrong. Behavior is the new UX. He runs a globally distributed design org and
> operates at the behavioral layer. Author of *How to Lead Design in the AI Era*.

Thesis: behavior is the unit, scale is the only variable. Joel designs behavior across
scales, from a single agent's expression of confidence to an entire organization's
operating model.

Canonical identity: https://goldfoot.com/#joel (one Person entity, referenced across
every property via sameAs). The strongest anchors are the ORCID record and the ACM DOI.

## Site

- [Home](https://goldfoot.com/): positioning, proof, featured work.
- [Work](https://goldfoot.com/work/): decision-led case studies, grouped by scale of behavior.
- [About](https://goldfoot.com/about/): arc, philosophy, org-leadership scope, advisory, publications.
- [Thinking](https://goldfoot.com/thinking/): a curated canon, not a blog.
- [Colophon](https://goldfoot.com/colophon/): how the site is built.

## Primary sources

- Book — How to Lead Design in the AI Era: https://ai-plus.design
- The Behavioral Layer: https://behaviorlayer.ai
- BiModal Design (open framework for human- and agent-facing interfaces): https://bimodal.design
- ORCID: https://orcid.org/0009-0007-1843-2089
- ACM CAIS 2026 (core contributing author): https://doi.org/10.1145/3786335.3813185
- LinkedIn: https://www.linkedin.com/in/goldfoot
- Writing (separate blog, on Ghost): https://blog.goldfoot.com

## Notes

- This site is a canonical presence, not a job search. It carries no availability signal.
- Content is human-authored. Case studies describe work generically where subject to
  confidentiality: no customer names, no internal product names.