Profile: Seth Miller, Spirit Alchemy Design
The alchemy of web design
Seth Miller, creator of Semiosis Communications [old] website, thinks of the Internet as an exploration of how people express themselves and interact online. The web design studio Spirit Alchemy is just one of his many projects: he’s also working on a PhD in transformation studies and is a webmaster for Steiner Storehouse. Seth recently shared with me his views on the alchemy of change and its connection to web design and San Jose Sharks.
Born and raised in Denver, Seth eventually moved to the Bay Area to teach and pursue a master’s degree in consciousness studies at the JFK University in Pleasant Hill. His thesis, “The elements as an archetype of transformation: An exploration of earth, water, air and fire” formed the basis for his current work on an online PhD in transformative studies at the California Institute of Integral Studies. About the program, Seth said, “It’s the most interesting PhD program I could find. It’s pretty unique in the U.S.”
Seth strives to understand transformation, how it occurs, and how the web of connections and interrelationships behind it contributes to its complexity. He strives to incorporate cybernetics – understanding of feedback loops and how “creation of something changes the way it’s created in the future” – into his understanding of transformation. In his words, “I’m exploring how transformation works in order to develop tools that would help individuals, groups, and organizations create change.”
After moving to Portland, Oregon in 2006, he taught physics and other subjects at the Portland Waldorf School. I met Seth at pick up roller hockey games, and small talk about the game led to our collaboration, with graphic designer Heather Schiffke, on SemiosisCommunications.com.
Through all website design projects, Seth’s priority is to closely communicate with clients to understand their priorities. He then implements the priorities for best possible user experience, at a competitively reasonable price. “Websites are expressions of business ‘personalities’,” Seth said. “Through my understanding of how that expression occurs, I help clients create the online impressions and interactions they’re searching for.”
Parallel to his PhD research, Seth manages the website for Steiner Storehouse, an anthroposophic supplies retailer, boosting its education elements, optimizing it, and running the online storefront. “I’m excited about this year,” Seth said. “I’m helping Steiner Storehouse make better use of technology. I love the transformation research I’m doing. And the Sharks are going to the Stanley Cup final.”
(December 2008)
