I help teams turn customer and stakeholder evidence into clearer product and service direction, shared decisions, and next steps.
I’m most useful when a team has real customer signal, several plausible explanations for what’s happening, and an important decision approaching. I help make the competing interpretations visible, establish shared direction, and stay close enough to the work that the direction can move toward implementation.
My home field is design, but the work has crossed customer discovery, service design, product strategy, product design, facilitation, team leadership, pre-sales, pilots, practice building, and implementation.
At SoftServe, I built and led a distributed 12-person Americas design team within a larger global group, including two people managers, generating $2.1M in annual billable work while shaping 100+ enterprise pre-sales opportunities, including approximately 25 RFP responses.
At thoughtbot, I helped run a 20-person San Francisco product studio and directly managed three. Earlier, I held founding product design roles at Sesame and Shep and completed 20+ Accenture engagements at Fjord, including healthcare-financing work where customer research informed a business case projecting 10% higher signups and approximately $2M in annual retained revenue.
Today I run How This Works co, where I help founding teams test market assumptions and decide what to build or change next. I’ve completed 11 Bullseye Customer Sprints, three follow-on Listening Cycles, and seven other client engagements. For Replay, I led five customer-hypothesis cycles and 34 structured interviews within a broader effort of nearly 50 customer conversations; the evidence helped narrow its audience, positioning, and product direction.
The pattern across the work is consistent: gather direct evidence, make competing explanations visible, establish shared direction, and help the team move toward implementation.
howthisworks.co/start
