Selected Work
Eight situations a startup brought me into, in the order a company meets them.
“We keep building the wrong things and finding out too late.”
Designing How a Company Builds Products, From Scratch
Idea to build went from over a month to a week, across a 10-person team.
“We are not sure this is worth building.”
Knowing When to Stop Before It Wastes Anyone's Time
Stopped before customer PoC, with no engineering time spent.
“We do not know who this is for, or how to say it.”
Turning Customer Interviews Into Clear Product Positioning
Five interviews became four ICP segments and a positioning direction.
“We have a broad idea and nothing engineering can start on.”
Turning a Rough Fintech Idea into a Build Plan
PRD, 69-parameter architecture and Figma delivered. Cancelled afterwards over an external API.
“We need this tested before engineering spends a month on it.”
Designing and Shipping a Feature End-to-End
A working prototype anyone can open, and a spec drawn from it.
“Thirty screens to define, six engineers waiting.”
Shipping a Complex Mobile Product
Shipped. Later reached 10,000+ users.
“We launch in weeks and the page does not explain us.”
Shaping Positioning for a Pre-Launch Product
A waitlist page built around one promise and one action.
“We do this by hand every week. It should be a tool.”
Turning Manual Lead Research into a Working Tool
Built and in internal use. Adoption data not yet available.