Portfolio

Real work from inside B2B product organizations.

Confidentiality was a condition of the work, and it stays that way here. What's on the page are the decisions the research changed. If you want to pressure-test any of it, ask me on a call. I enjoy that part.

Case 01

From “we should build something” to a confident build-vs-buy decision

A discovery phase for a potential new product: a one-week design sprint, stakeholder interviews and two rounds of user concept testing. The evidence prioritized what users demonstrably needed, and it became the yardstick for a build-vs-buy decision that ended in an acquisition.

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Case 02

When “adoption” was up and no one was actually using the feature

A dashboard product was celebrating activation numbers that didn't survive contact with observed behavior. Diagnosis: the metric was measuring the wrong thing.

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