My Work

Over the years, I have had the opportunity to work across healthcare, travel, GIS, and enterprise software, solving product challenges through research, collaboration, user-centered design, and experimentation. This collection highlights a few projects and frameworks that best represent how I approach building products and solving problems.

Know More

Case Studies

A selection of projects that showcase my approach to product management, from understanding user needs and defining strategy to launching solutions and measuring their impact.

Booking Funnel Redesign

Redesigned the end-to-end booking experience to reduce friction and improve conversion across the user journey.

Growth & Acquisition

Scaled user acquisition through product-led SEO, discovery improvements, and data-driven optimization.

Colour Psychology:

A/B Test

Validated product decisions through structured experimentation, turning hypotheses into measurable business outcomes.

Frameworks

Over time, I have developed practical frameworks to bring more structure, consistency, and shared understanding to the way teams work. These are born from real product challenges and refined through experience.

DIAPER

A framework designed to help engineering teams strengthen business context and build solutions with greater customer and product awareness.

Read

CODEX

A framework designed to help engineering teams strengthen business context and build solutions with greater customer and product awareness.

Read

My Work

Case Studies

Frameworks

Calm under pressure.

Director, PM