Product designer, fifteen years in two-sided marketplaces. I design the system and write the code.

Selected work

Four cases — the goal, the constraint that made it hard, and what shipped.

Rightboat

Rightboat

Two years, three engineers, no system to start from. The redesign paid for the system; the system is why each quarter starts from the last one.

+55% · +61% · flat

AI Style Quiz

The Knot Worldwide

A quiz built to help couples was suppressing engagement instead. Two sequential A/B tests — UI first, AI second — with two part-time engineers.

+17% · +7.9% · −40%

AURA

The Knot Worldwide

Research was slow, siloed and hard to reuse. The hard part wasn't the technology — it was trust. 30% of the project was workshops and demos, not screens.

3-4 wks → 5-7 days · +60% · PMs & Support

Modular Landing System

The Knot Worldwide

Seven landing pages written by seven teams to seven briefs. The system replaced pages, not components — and the consolidation was the design work.

+5% · 7 → 1 · 7 functions

How I work

Evidence first, then the hypothesis, then something navigable that makes the decision arguable — and only then the decision, documented and dated.

The metric never travels alone. It comes with the constraint that made it hard — two part-time engineers, 70% mobile traffic on a desktop design, internal scepticism about AI — and the decision that was taken. A number without its constraint is a claim, not evidence.

AI widens the option space and makes the work verifiable faster. It does not decide what deserves to exist. Synthetic Users Lab is mine end to end: designed, written and deployed by me.

I design product from my own practice, and I'm open to doing it inside a team when the product earns it. — Get in touch