Selected work stories
Short narratives from real work that shaped how I think about problems, decisions, and collaboration. They aren’t exhaustive case studies, more reflections on ambiguous situations, the tradeoffs involved, and what ultimately mattered.
- PegEx
When “Just Give Us the Data” Wasn’t Really About Data
A request for raw data turned out to be about regulatory reporting. Understanding that constraint led to a simpler, far more useful solution.
Shows: Customer discovery, regulatory context, simplifying
- PegEx
The Demo Was Their Own Compliance Report
A prospect came looking for a waste operations system. The deal turned on a reporting burden they hadn’t put on the list.
Shows: Technical discovery, tailored demos, closing
- PegEx
When the Solution Wasn’t the Problem
Our first product helped companies win work. Customers kept telling us the harder problem came after. That led to a second product, and a new direction for the company.
Shows: Product strategy, 0-to-1 product, customer research
- Alice.com
Designing for How People Actually Behave
Shoppers weren’t using the product the way we expected. The answer wasn’t more optimization; it was meeting them where they already were.
Shows: Product decisions, user behavior, partner work