About

I work on digital products with a focus on product-led growth, experimentation, and decision-making under real constraints. My work covers discovery, shipping, measurement, and rollback (when necessary).

I start from usage data and observable behavior. When evidence is missing, I ship small changes to create it. Metrics determine whether a decision stands.

Most of my work happens with partial data, limited time, and competing priorities. Trade-offs are explicit. Not everything gets built. Many things get removed.

This site documents that work. It is a public record of product decisions, experiments, failures, and outcomes. It is not a guide, a portfolio, or a set of best practices.

I publish this to stay precise about what worked, what didn’t, and why.