PRODUCT DESIGN · DISCOVERY · 0→1
I help B2B teams design & build products in complex domains.
10+ years taking products from zero to one. Contractor since 2019. I get productive in an unfamiliar field in weeks, then turn it into requirements, prototypes, and the first iterations.
MARITIME · AVIATION · BIOTECH · LOGISTICS · TELCO · AD-TECH · MARKETPLACES
70.8 → 92.9
UMUX-LITE · CRUISE SHIP HVAC
50%
SHORTER R&D CYCLE · GRID TOOLING
10×
SERVICING CAPACITY · LINEN LOGISTICS
WHAT YOU CAN BOOK
Four ways to work together
01
AI/Automation Discovery
4x working sessions with your team to map opportunity space. I prototype the strongest ideas. We refine them together, evaluate effort x impact and estimate cost.
SEE WHAT'S INCLUDED02
Product Discovery
A high-fidelity, clickable prototype tested against real users and real data so you can sell it, fund it, or kill it before engineering starts.
03
Embedded Product Partner
Lead designer on a complex product: requirements, interface, design system, and the day-to-day work with your developers.
04
Product Session / Review
Need better conversion? Have a specific challenge? Want a second opinion? Need new ideas? Or just want a discussion?
SELECTED WORK
Projects I can walk you through
AVIATION · CONTINUING AIRWORTHINESS
Less (paper) work to keep an aircraft legal to fly
Result of four AI discovery workshops across seven stakeholder perspectives. Prototypes tested against real airworthiness documents.
DISCOVERY · AI · SAFETY-CRITICAL
READ CASE STUDY
MARITIME HVAC
Intuitive HVAC management system for the cruise ship cabins
Redesigned cabin climate control for cruise ships — raised UMUX-Lite usability from 70.8 to 92.9 and aligned it to the Open Bridge maritime standard.
OPEN BRIDGE STANDARD · USABILITY
TELCO / UTILITIES
Redesigning how planners explore a fibre network
Redesigned network exploration for telco and power-grid planners, drawing a tool iconography that had to sit alongside ArcGIS. Interactive prototypes in sales conversations halved the sales cycle.
SYSTEMS UX · MENTORING
CALL ANSWERING · WHITE-LABEL
White-label a Phone Answering Service platform in three clicks
A pay-as-you-go answering service, prototyped using Figma variables to allow a rebrand preview of the whole product. Embedding AI receptionist as the fallback when human agents on Twilio Flex are not available.
WHITE-LABEL · AI FALLBACK
LINEN RENTAL OPERATIONS
A prototype that sold the product before it existed
Hired to build the app for a linen-rental model — we ended up testing and reshaping the model itself, then the operations around it. Expanded to the first franchise.
BUSINESS MODEL · CONCEPT TESTING
AD-TECH · EMERGING MARKETS
What SMB sellers in Asia actually needed from Meta and Aleph
Went to the ground to reset a Meta-ads tool around how sellers really sell — promoting posts, negotiating over Messenger, paying by QR.
FIELD RESEARCH · 0→1
BIOTECH HARDWARE
The research that changed what the microbiology lab built
User research helped a microbiology lab pivot to a water-contamination tester — and lined up beta testers and a distributor.
DISCOVERY · PIVOT
SMART WATCH APP
Design & build a Fitbit Smartwatch App with the AI “helping”
Read how I suffered through LLM sessions (before it got helpful), wondering if chat GPT is gaslighting me or spewing usable code. All while I try to build a Reminder App to help me move around and prevent back pain.
EARLY DAYS OF LLM · HAPTIC FEEDBACK
LEGAL TECH · COMPLIANCE
A guided wizard for people who have never hired a lawyer
Designed the client-facing enquiry management system for an AI-assisted support. Worked with the dev team to rewrite the parts of the system to be production ready.
WIZARD · DIGITAL LOBBY · DEV HANDOVER
TRELLO POWER UP
Building a feature for Atlassian's Trello power users
I noticed a bunch of clickbait videos instructing people how you reorder labels, despite Trello not allowing you to do so. So I created a Trello PowerUp called Reorder(able) Labels that enables you to do it.
CODE CRAFTING · PRODUCT ANALYTICS
LOGISTICS · EU MARKETPLACE
A first paying order before the marketplace existed
Short-term warehousing across the EU. We ran the Wizard of Oz experiment on a marketplace. Ran it by hand via questionnaire, simple email automation and a smart spreadsheet matching truck location with the warehouse database off the back of an outreach campaign for customer interviews. It produced real orders, and a customer type nobody had planned for.
WIZARD OF OZ · DEMAND TESTING
GENEALOGY · SAUDI ARABIA
Arabic family trees, rebuilt from historical records
An anthropologist organization had digitised hundreds of scrolls, books and tombstones but went through three failed family-tree systems. Expert interviews, observations and process mapping led to a system that enables cross referencing of sources on the historic individuals, merges duplicates and combines family trees.
EXPERT INTERVIEWS · PROCESS MAPPING
FREE RESOURCE
Before we work together, you answer these
Forty-four questions across six tabs. It tells me your scope, your success measures and the bigger picture — and tells you whether custom software is the right answer at all.
How did you test the demand for this product?
What are practical examples of specific problems that you would like to solve with the specified (digital) product?
If you have had good or bad experiences with outsourcing partners, what were they?
What is your failure / kill criteria for this project?
What is your failure / kill criteria for this project?
How did you test the demand for this product?
If you have had good or bad experiences with outsourcing partners, what were they?
LJUBLJANA · AVAILABLE GLOBALLY