“Failing fast” usually means building blindly and hoping for the best.
I help startup founders and product leaders stop chasing expensive rabbit holes by unlocking the power of design as a research tool to understand customer jobs and hidden desires.
CHEAPLY
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QUICKLY
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CONFIDENTLY
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CHEAPLY • QUICKLY • CONFIDENTLY •
Observe and listen to people talk about their “painful now.” I focus on what people have tried in the past, why they switch brands or services, and the context and influences that matter most. My arsenal of methods include:
Market research
Trend & competitor analysis
Jobs-To-Be-Done
Outcome-Driven Innovation
Switch Interviews
Other mixed-methods as the project calls for it!
Here I am conducting an on-site focus group as part of a field research project in Manila, Philippines.
Design, test, and iterate on cheap, imperfect prototypes. We’re not aiming for visually stunning. Instead, we look to convey value and accurate information. The goal is to uncover what doesn’t work in a concept before it’s built, not to validate that a person’s idea is “right”.
Pitch decks
Storyboards
Interactive Figma prototypes
“Wizard of Oz” experiences
Low-fidelity service prototypes
Sample of a pitch deck created for concept evaluation.
Visualize the “hopeful future” by refining the imperfect prototype and crafting recommendations for product experimentation. I help teams overcome fears and roadblocks to speed up organizational adoption.
Start-to-finish change management
Stakeholder mapping & interviewing
Connecting the Insight <-> Decision dots
Crafting hypothesis roadmaps
C-Suite presentations & demos
Concept poster to communicate the value of an innovative news product.
A little girl in the backwoods of North Georgia began dreaming about life beyond the cow pastures. She read a lot of books and worked hard in school.
Like Goldilocks, I got a bit sidetracked and stuck. I tried marketing and web development, but neither was just the right temperature.
I drove across the country from Florida to Seattle to study at the University of Washington. I completed my Master’s in Human-Computer Interaction + Design and began working in UX for gaming studios, design agencies, and startups. Since then, I’ve traveled the world conducting research, learning new cultures, and experimenting with new ways to solve problems. I’m currently an Associate Director of Experience Strategy at HelloFresh in Berlin, Germany.
