01
My approach
Your product isn't what you say it is. It's what everyone else says it is.
A product is worth the problem it solves and how the pieces that make it work fit together: the model, the data, the incentives, the people. That layer is where it gets decided whether something is going to work, and it is the one I work on first. What gets built in the end — and the shape it takes — is the consequence of getting that layer right.
02
If it passes through my hands, it's my responsibility.
03
Before being a designer, I'm a researcher.
How I work
I understand, decide, design and build
I understand the problem, not the brief.
I don't start with what you ask me to design, but with the problem behind it. The problem in one sentence and the metric you want to move. If that isn't clear, nothing that comes after will be.
Starting pointDiscovery
What I need from you
Four things that make this work.
Honest
objections
What I often get asked about how I work.
These questions challenge the method. They come up mostly on calls with founders who come from working with agencies or with more traditional designers and notice that the way I work is different. Here are the answers I give on those calls.
If you've read this far
You already know how I think. What's left is finding out if it fits.
If what you've read here sounds like the kind of conversation you want to have about your product, book the 30-minute call. I'm not going to sell you the service on that call — I'm going to ask you questions. If by the end both sides want to keep going, we keep going. If not, I'll point you to someone who's a better fit for what you need.