method · the lens · not a services page
Three layers most teams treat separately, and where every meaningful product problem actually lives. This page is the lens. Not a sales page, not a price list. If your problem looks like this, we can talk it through.
Cognitive load, risk perception, effort cost, uncertainty, narrative coherence. The questions teams almost never ask: why is the rational thing not happening here?
Tools. Behavioral interviewing, friction mapping, mental-model audits, narrative coherence analysis.
Legacy code, compliance gates, organizational silos, incentive misalignment. The constraints no roadmap names and every funnel suffers from.
Tools. Service blueprint, stock-and-flow modeling, leverage-point analysis, organizational mapping.
Acquisition, activation, retention. Every insight from the first two layers earns its place by being tied here. If it doesn't move a number, or credibly explain why a number didn't move, it doesn't ship.
Tools. Funnel instrumentation, A/B + multivariate, decision memos, learning archives.
No proprietary framework, no double-diamond rebranding. The loop most working designers know, written down so we agree on the artifact at each step before we start.
Where does the funnel actually break, and what evidence already exists for why? Interviews, session replays, prior research, analytics audit.
Translate findings into a map. Behavioral hypothesis, system constraint, business lever, one row per finding. The artifact teams keep coming back to.
The hypotheses worth testing get an experiment. Method depends on the question, A/B, qual study, prototype-and-walk-through. Speed matters; rigour more so.
Release plan with rollout sequence, risk gates, and the metrics that prove it worked. Not “go live”, “move the number.”
What we hypothesized, what we measured, what we now believe. The cumulative artifact that compounds across projects.
Four shapes the work typically takes. The portfolio doesn't quote, doesn't sell packages, and doesn't claim availability. If something matches your shape of problem, we can talk it through.
A bounded look at a funnel, journey, or product surface.
output opportunity map + risk-ranked recommendations
Tighter focus, deeper test. Hypothesis, experiment, decision memo.
output decision memo + shipped change
Embedded with a product or CX team, owning the experimentation cadence and the strategic-design layer.
output the cadence itself
Monthly conversations, decision support, sometimes a workshop. For teams that have the talent and want sparring.
output better calls, faster
Note on availability. I'm currently CRO & Design Lead at Europ Assistance, most engagement happens through my employer, with limited room for outside work. The honest answer: if your problem fits and the timing fits, write to me. We'll figure out the right shape from there.
No quote, no calendar, no sales cadence. A real conversation about whether and how we'd work, that's it.