Work

Case studies written as decision records — context, constraint, options rejected, decision, and what I would change.

Selected decisions

[ Case study ] Lovie
[ Case study ] Purple Camel
[ Case study ] OQAB

Capabilities

I take responsibility for the space between what a brand claims and what the business does when someone tries to buy from it. In practice that means positioning that can be disagreed with, an identity that survives contact with a product page, and the documentation that keeps both intact while the company grows.