Shipped work, and the thinking behind it.
Everything here made it to real users, or to the team that ships to them. The case studies go deep on the mechanism: what was actually broken, what got rebuilt, and what it cost. The shorter builds are written at the size they actually were.
PDX Go: the design team, run like a product
The platform the product design org operates from. Verticals, targets, ownership, reports and shared knowledge, in one place. The purest statement of the thesis on this site.
Banner Buzz: a checkout that stopped losing people
US custom banner printing at real e-commerce scale. Cart and checkout rebuilt end to end, homepage rebuilt. A buyer who has already decided should never be given a reason to un-decide.
PromoDash: a new vertical, built to not look like its competitors
0 to 1 e-commerce for a vertical Group Bayport is starting. The brief was explicitly to not land where every competitor had landed, which is a research problem before it is a design one.
NoiseFit: handed a white-labelled app, gave back a product
Three years. A vendor's white-label build rebuilt into one product across devices, then grown into an ecosystem: community, challenges, NoiseCoins, shop, the Noise Premier League. India's number one health and fitness app at the time.