A quiet method, refined over a decade of complex products.
No frameworks-for-frameworks-sake. Seven disciplined moves that turn ambiguous business problems into products people actually trust.
01Listen
Long-form interviews with the people who actually do the work. No leading questions. No demo theater. Sessions transcribed, coded, and triangulated against telemetry.
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Listen
Long-form interviews with the people who actually do the work. No leading questions. No demo theater. Sessions transcribed, coded, and triangulated against telemetry.
Typically 12–18 conversations across user roles, stakeholders and adjacent teams over 2–3 weeks. I show up with hypotheses, not a script.
02Frame
Convert noisy reality into a single, defensible problem statement. The kind a CFO and a junior PM both nod at.
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Frame
Convert noisy reality into a single, defensible problem statement. The kind a CFO and a junior PM both nod at.
Outputs: problem statement, success metrics, evidence pack with verbatim quotes, an opinionated point-of-view on what to build — and what not to.
03Sketch
Low-fidelity exploration of three to five distinct directions. Cheap, fast, slightly uncomfortable.
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Sketch
Low-fidelity exploration of three to five distinct directions. Cheap, fast, slightly uncomfortable.
We try the obvious answer, the ambitious answer, and the heretical answer in parallel. The right design is usually a synthesis nobody had on day one.
04Test
Prototype testing with the same population we listened to. Tight loops, fewer slides, more evidence.
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Test
Prototype testing with the same population we listened to. Tight loops, fewer slides, more evidence.
Moderated and unmoderated. We invalidate as much as we validate — that is the point.
05Build
Embedded with engineering through delivery. Design is not a hand-off; it is a conversation that ends at production.
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Build
Embedded with engineering through delivery. Design is not a hand-off; it is a conversation that ends at production.
I sit with the team. PRs, design QA, accessibility audits, copy reviews. The polish nobody budgets for is where products win.
06Measure
Pre/post telemetry against the success metrics we agreed in step 02. No vanity, no spin.
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Measure
Pre/post telemetry against the success metrics we agreed in step 02. No vanity, no spin.
Quarterly read-out, honest about what worked and what did not. Then we decide the next move.
07Educate
Leave the team stronger than I found it. Workshops, playbooks, hiring rubrics and the rituals that keep the method alive after I leave.
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Educate
Leave the team stronger than I found it. Workshops, playbooks, hiring rubrics and the rituals that keep the method alive after I leave.
Capability transfer is the real deliverable. Embedded coaching for product, design and research leads; a tailored playbook your next hire can read on day one.
Design innovation sits at the intersection.
Real product breakthroughs only emerge where user desirability, technical feasibility and business viability overlap.