Context

Complex multi-stakeholder infrastructure product with competing operational requirements.

Challenge

Several high-value features had grown complex and unusable due to incremental expansion and unclear structural intent.

Key Product Moves

• Diagnosed structural usability failures through workflow analysis and user feedback
• Facilitated cross-functional alignment between engineering and product to ensure scalable implementation of new product components
• Proposed systemic redesigns where feasible
• Negotiated scope with engineering and defined high-impact minimal improvements under resource constraints

Outcome

Improved product usability and feature adoption, aligning improvements with technical capacity and roadmap realities.

Context

Unison.io and Ministry Scheduler Pro required scalable foundations across expanding features and device contexts.

Challenge

Feature growth and evolving user needs risked introducing fragmentation and structural inconsistency.

Key Product Moves

• Used rapid prototyping and user validation to refine feature intent before formalizing system patterns
• Contributed to evolving the product from feature-based delivery toward a more cohesive platform strategy
• Introduced system-level patterns that reduced design inconsistency and improved cross-team velocity, establishing reusable component and interaction foundations
• Defined cross-device principles to ensure coherence across desktop and mobile

Outcome

Built durable product structures grounded in validated user needs, reducing long-term entropy as the roadmap expanded.

Context

Two zero-to-one product builds:

• A direct-to-audience music distribution platform
• A boutique coffee brand and e-commerce storefront

Both required defining positioning, brand development, system architecture, and go-to-market from scratch.

Challenge

• No existing positioning, infrastructure, or roadmap
• Undefined audience, product architecture, workflows, and unique value proposition
• Need to integrate brand, experience, payments, and fulfillment into a coherent system, and validate market fit before investing heavily
• Limited resources requiring disciplined scoping

Key Product Moves

• Conducted user research and defined target personas
• Clarified positioning and value proposition
• Designed and built complete customized digital systems and brand identities
• Leveraged AI-assisted workflows to rapidly prototype and generate production-ready UX, minimizing friction and accelerating iteration
• Scoped MVPs intentionally to ensure launch viability without compromising system coherence
• Iterated based on real user behavior and purchasing patterns

Outcome

Launched fully functioning, revenue-generating products with aligned brand, experience, and operational infrastructure using modern product tooling and AI-driven efficiency in UX development.