How I work

I don’t start with a framework. I start with the problem.

The process below isn’t a template I apply to every situtation, it’s a pattern I’ve developed across many years of building things that needed to actually work. The sequencing may shift depending on the scope, the stakes, and what’s already known. What doesn’t shift: understand why we’re doing it before we talk about what.

1

Vision & alignment

Before anything is built, I align stakeholders on why we're building it — who the customer is, what they actually need, and what success looks like. Without this, teams row hard in different directions.

Figjam · Confluence · Working sessions

4

Discovery & requirements

Competitive analysis, UX audits, user testing, and customer journey mapping inform what we build. Requirements go through a structured intake process that forces business teams to think through the problem before lobbing it over the fence.

Figma · Lucidchart · Confluence

2

Quantify the problem

I use funnel data, session replays, heatmaps, and customer surveys to size the issue before proposing a solution. Guessing what's wrong is expensive. Measuring is cheap.

GA4 · Quantum Metrics · Clarity · Pollfish

5

Ship in stages

MVT → MVP → MVP+ 1.0 → MVP+ 2.0. I push for the smallest shippable thing that tests the hypothesis, then iterate based on what actually happens. Every feature goes live with a measurement plan, or it doesn't go live.

StatSig · Agile · Sprint planning

3

Prioritize ruthlessly

I score incoming requests against BRICE (Brand, Reach, Impact, Confidence, Effort) to turn competing priorities into a defensible stack rank. Stakeholder instincts get weighed, not just heard.

RICE scoring · Asana · JIRA

6

Validate & communicate

Post-launch isn't a wrap-up — it's where I learn the most. I write launch notices that communicate outcomes to the whole org, including what didn't work. Teams that know what happened build better things next time.

StatSig · GA4 · Outlook · Teams

TOOLS I WORK WITH

Analytics

GA4 · Quantum Metrics · Clarity · StatSig

Design & research

Figma · Figjam · Lucidchart · Qualtrics

Project management

JIRA · Asana · Confluence · Agile/Scrum

Platforms

Salesforce · Adobe Sign · WalkMe · Vercel