Mapping the unknown, one insight at a time.
Over 15 years helping teams decide what to build.
A few trails I've mapped
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Eighteen months embedded with the team that owned Wizz Air's booking flow, building research into how changes shipped rather than bolting it on at the end.
Concept and usability research on the Nexus Cloud network map, for engineers who want to see every detail.
Experienced account managers were ignoring a model's advice. Three years working out why, then a redesign built on showing the reasoning.
Seven weeks testing a marketplace idea for Bosch, before anyone built it.
Real card payments in seven European countries, to see where the bank's security step loses new subscribers and what Netflix could do about it.
Discovery on a platform for running clinical trials from home, which years of added features had made heavy for patients and trial staff.
Want the detail?
Longer write-ups of the work with Wizz Air, Cisco, Brenntag, Bosch, Netflix, and Medocity. I've kept the client details light on purpose.