Joe Edwards

Joe is the CEO of the Tonic3 group (Tonic3, Tonic3 Life, cityAR). He cares deeply about doing User Experience right and works to ensure they have a well-built, well-trained, and well-led team to deliver world-class work for their clients. Joe’s #1 job is to make sure that they not only deliver great results, but deliver them true to their 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 Tonic3 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.