In 2012, Doug saw relevant search would be central to client's customer experiences. Sadly, search relevance was a topic clouded esoteric mystery. Doug began to democratize this daunting field through blogging and speaking. In 2016, Doug's book “Relevant Search” woke the industry up to the importance of search quality. Doug now helps clients navigate their hardest search challenges. He leads the charge into new tools and techniques: pioneering Elasticsearch Learning to Rank, and contributing to Trey Grainger's upcoming AI Powered Search, all with an eye to humanizing up a field increasingly central to every application's customer experience.