Work
Case studies written as decision records — context, constraint, options rejected, decision, and what I would change.
Selected decisions
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Why we rebuilt the product page around belief instead of features
What changed, what we rejected, and what I would do differently.
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.