Case studies, not screenshots.

Business problem

SME founders cannot answer basic questions about their own business finances. Existing bookkeeping tools are accountant-first: dense ledgers, unfamiliar vocabulary, and a setup cost that owners abandon before they see value.

Research & discovery

I interviewed small-business owners across retail and services to map how they actually track cash flow — notebooks, chat threads, memory — and where decisions break down at the end of each week.

Requirements

Hypotheses were tested with prototypes before scope was locked. Findings converged on a lean requirement set optimised for clarity over completeness: plain-language insight, near-zero data entry friction, and one screen that answers 'am I fine this week?'.

Solution

I defined and shipped a six-week MVP: a streamlined dashboard, plain-language insights instead of accounting jargon, and a low-friction entry model that fits an owner's real routine.

Business problem

Choosing a meaningful gift is a high-effort, low-confidence decision. Marketplaces optimise for catalogue breadth, which leaves the buyer with more options and less certainty.

Research & discovery

Lightweight user research into gifting behaviour surfaced the real job-to-be-done: buyers are not shopping for products, they are looking for confirmation that a choice will land emotionally.

Requirements

I scoped the MVP around three things only — guided discovery, personalisation, and shareability — and explicitly cut catalogue depth, accounts, and social features from v1.

Solution

Launched an MVP centred on a fast, curated discovery flow that narrows options quickly rather than expanding them.

Business problem

Voters and observers lack a trusted, real-time view into election processes. Without verifiable visibility, confidence in outcomes erodes regardless of how the process was actually run.

Research & discovery

Interviews with voters and civic-tech stakeholders isolated where trust actually breaks: not in the count itself, but in the silence between the count and the announcement.

Requirements

I framed and tested hypotheses around credible transparency, then gathered requirements across three distinct personas — observer, voter, and administrator — each with different trust thresholds.

Solution

Defined the product strategy and led product engineering for a platform that surfaces verifiable, real-time election data to every persona in a form they can independently check.