I believe that great things come from asking better questions.
I co-founded Second Funnel, an eCommerce software company where I designed our landing page product and brought it to market with Fortune 500 brands like Gap and Samsung.
At Second Funnel, I played a role in every part of the product development process, but my strength is defining a strategy for what to build, and then designing and testing features that lead to better outcomes for our customers and end users. Along the way, I've learned the importance of building empathy with everyone in the company, testing assumptions quickly and with minimal resources, and saying no to work that won't improve our KPIs.
Before starting Second Funnel, I helped create products and strategies at Blast Radius, consulting with clients like Starbucks and lululemon athletica.
At Blast Radius, I practiced the principles of of user centered design. Our projects started with discovery to understand the problem space, and design research to uncover insights about the customer and their relationship with the brand. When possible, we would use in-home interviews, user journey maps, personas, brand workshops and positioning frameworks, like canvases and pyramids.
I also got to work on projects for some other amazing brands, like Playstation, Nike, Disney, and Bacardi.
Background: Power Plants and Milkshakes
I started my career as a mechanical engineer, working in large-scale power plants on projects to build and repair the machines that produce our electricity. In school, for my final engineering design project, I used 3D CAD software and computational models to design components for a hydrogen fuel cell vehicle. Engineering taught me how to solve complex problems by seeing them as a system made of fundamental parts and forces.
Meanwhile, I became increasingly interested in psychology (why people do what they do) and our relationships with brands and technology. One day I read Clayton Christensen’s story about hiring milkshakes to do a job, and it inspired me to enter the world of experience design. I used my technical background as a springboard to enroll in MBET (master's in business, entrepreneurship, and technology) at my alma mater. There, I worked a service design project to reimagine the travel agency business in an age where booking travel is commoditized.