Behaviour & growth

Much of my work focuses on understanding how people adopt and return to digital products.

I look closely at where users get stuck, what creates momentum, and what makes an experience worth coming back to. This often involves analysing user journeys, looking at behavioural patterns, and forming hypotheses about how product improvements might influence engagement.

Where possible, those ideas are tested through prototypes, live experiments, and data to understand what actually improves adoption and retention.

Product direction

I often work at the intersection of design, product, and engineering; helping teams make sense of complex product problems and decide what is worth building.

This involves exploring different solution directions, weighing trade-offs, and helping teams prioritise work based on user needs, technical constraints, and business goals.

Early concepts and prototypes are used to explore ideas, test and support decision making before teams commit to building.

Systems & platforms

Many of the products I’ve worked on are platforms rather than single features.

Because of this, product decisions rarely exist in isolation. A change in onboarding can affect retention, a navigation change can affect discovery, and new capabilities often introduce new complexity elsewhere in the experience.

I enjoy working in these environments and helping teams think through how decisions propagate across the product as it evolves.