Process

Finding the right thing to work on

I like to understand what customers are really trying to accomplish, where they are in their journey, and what might make them pick a product or feature over someone else’s. It’s about getting clear on the real problem to solve before jumping into solutions—so the work we do actually matters to customers. I have used the Jobs-to-be-done framework as well as basic interviews to develop stories that help ground the work throughout the design and development process.

Delivering great designs

Using Ryan Singer’s Shape Up process, I like to work in six-week cycles (or some other short, but intentional timeframe) where the goal is to ship meaningful, well-shaped features without endless scope creep. Each cycle starts with a solid concept and clear boundaries so the team can focus on building, not guessing.

And Repeat

Between cycles, I take time to learn what worked, what didn’t, and what customers are telling us. That feedback shapes the next round of work. It’s a rhythm of defining, building, and learning—helping the team move fast, stay aligned, and keep building products that actually solve real customer problems.