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Product Designer · UX Research · Product Strategy
I design products that solve the right problem, and prove it worked.
01Frame
Define the problem, the people who have it and what success looks like.
02Learn
Research that changes decisions, not reports that sit in a folder.
03Decide
Explore options, make the trade-offs visible and commit with evidence.
04Measure
Ship, track the outcome and iterate on what the data shows.
Selected work
The thinking behind the work.
Each case study follows the same arc: the problem, what we learned, the decisions we made and what changed as a result.
How I work
Good design is a chain of good decisions.
Polished screens are the visible part of the job. The leverage is in everything around them: framing the problem, learning fast, making trade-offs explicit and holding the work to account.
Product thinking
I start with the outcome, not the feature request. Who has the problem, how do we know it is worth solving, and what will we deliberately not build? Clear framing up front saves weeks of rework later.
- Problem framing
- Opportunity sizing
- Success metrics
- Prioritization
UX research
I match the method to the question, from quick usability tests to deep discovery interviews. Research only matters when it changes a decision, so I turn findings into insights the whole team can act on.
- User interviews
- Usability testing
- Surveys
- Behavioral analytics
Design decision-making
Every design is a set of trade-offs. I make them visible: the options we explored, the evidence behind the choice, and the signal that would tell us we got it wrong.
- Concept exploration
- Prototyping
- Design critique
- Decision records
Problem-solving
Ambiguity is the job. I break big, messy problems into questions we can answer, simplify relentlessly, and look for the smallest change with the biggest effect.
- Systems thinking
- Journey mapping
- Hypothesis testing
- Iteration
Business impact
I agree on what success looks like with product and engineering before we start, then follow the work after launch. If it did not move the right number, we find out why and adjust.
- KPI definition
- A/B testing
- Post-launch reviews
- Stakeholder alignment
Outcomes over outputs
I measure my work by what changes after launch.
Shipping is the midpoint, not the finish line. Every project starts with a shared definition of success and ends with an honest look at the results. That is how teams learn, and how design earns its seat at the table.
Activation
Getting new users to real value faster, with less friction on the way in.
Activation rate · Time to value
Conversion
Removing the doubt and effort that sit between intent and action.
Conversion rate · Drop-off
Retention
Products people return to because they work, not because they are hard to leave.
Retention · Depth of use
Efficiency
Fewer errors, shorter tasks and a lighter support load for users and teams.
Task success · Support tickets
About
A designer who asks why before how.
I work where user needs, business goals and technical reality meet. I'm at my best in the messy early stage of a problem, and most useful when I'm close to the people using the product and the team building it.
- Bringing clarity to ambiguous problems
- Turning research into decisions the team can act on
- Keeping everyone honest about what actually worked
Next step
Have a product problem worth solving?
I'm always up for a conversation about product challenges, design roles and better ways of working. Tell me what you're building.