I figure out what's actually broken and help teams fix the right thing.
Over the past eight years I've worked on marketplaces, fintech products, clean energy, logistics platforms and internal tools, mostly in situations where mistakes are expensive and users don't get second chances to trust you.
I've learned that d
I've learned that design is usually the straightforward part. The harder work is diagnosing why something isn't working. It might be a drop-off nobody can explain, a flow that's technically correct but useless to the people running it, or incentives that push users the wrong way. Then I get a cross-functional team to agree that's what we should fix first.
On a new project I do three things in order: find where users drop off, test with real people to learn why, then design the fix. Teams tend to bring me in when progress has stalled, or when a product needs to go from "it works" to "people actually use it."
I care about outcomes that hold up. At Sendy, that was a bank transfer payment method that reached a 90% success rate. At Jumba, I found out why nine in ten sellers left before listing anything, and rebuilt onboarding around their first sale.
on now is mobile-first, at scale, in markets where the infrastructure doesn't always cooperate.
