Some people say I look like Napoleon
But I don’t see it.
Old World Vulture opening for MogwaiPhoenix Concert Theatre, Toronto · April 26, 2011Watch on YouTube
2004–2012
Creative collaboration
I started in bands: making websites, posters, booking shows, selling tickets, building an audience together. Songs, then albums, were the first products I shipped. I learned early that making something exceptional takes more than an idea. It takes a team that believes in it, pushes each other to make it better, and keeps raising the bar.
2012–2020
Building a design practice
At Rangle, I built the UX and product design practice from zero, hiring 15+ people as the company grew from 13 to 150+. I was a designer who could code, obsessed with the craft. Together, we developed the practices and standards that helped teams ship excellent client work, one product at a time.
2018–2023
Reconnecting teams to users
At startups like Onist and My Pain Sensei, I saw that teams can ship features and still lose sight of the people they serve. I brought product and engineering closer to users through continuous discovery. I learned that reconnecting the team to the problem makes strategy and execution clearer for everyone.
2023–now
Leading AI teams
Since 2023, I've led teams building AI products: first a personalized shopping experience for Nike, then a dozen GenAI products for clients in banking, insurance, and accounting. The technology changes constantly but the process doesn't: learn by making, moving quickly, and staying close to the customer.
Today
Still hands-on
I still run discovery and prototype in Claude Code and Cursor. Staying close to the work helps me coach teams through uncertainty, test ideas sooner, and close the gaps between product and engineering. The aim is to build a team that can keep moving after the prototype—and products people trust.
01 / 03 · 1 experiments
Experiments
CounterpartA contractor texts an order. AI handles the clear-cut lines and brings the tricky ones to a human. See how the review threshold works.A contractor texts an order. AI handles the clear-cut lines and brings the tricky ones to a human. See how the review threshold works.
02 / 03 · 4 pieces
Ideas
The Big BottomThe next AI opportunity may be the customers everyone overlooked. Explore how agentic operations can make previously uneconomic markets viable.The next AI opportunity may be the customers everyone overlooked. Explore how agentic operations can make previously uneconomic markets viable.
Avoiding the Design System Death SpiralA component library can grow while its value shrinks. Lessons from years of building design systems on spotting the spiral and keeping a system useful.A component library can grow while its value shrinks. Lessons from years of building design systems on spotting the spiral and keeping a system useful.
Lean DiscoveryWhat if the next feature solves the wrong problem? A practical approach to mapping customer pain and testing solutions before committing to a build.What if the next feature solves the wrong problem? A practical approach to mapping customer pain and testing solutions before committing to a build.
How Steve Jobs REALLY helped Apple get back to basicsOne Steve Jobs quote became an excuse to ignore customers. Revisit what he actually meant, and what Apple’s return to basics can teach product teams.One Steve Jobs quote became an excuse to ignore customers. Revisit what he actually meant, and what Apple’s return to basics can teach product teams.
03 / 03 · 3 case studies
Case studies
Nike KitPrototyped in under 30 days, this personalized AI shopping assistant won executive buy-in and expanded Rangle’s work with Nike.Pushing the boundaries of personalized shopping with a Gen-AI-enabled POC for one of the world's leading brands.
MovebuddyFrom a stalled product to 5,000+ booked moves. How customer discovery, instant quotes, and a trust-first strategy brought a moving marketplace to life.How to find product-market fit quickly, and take the stress out of moving.
My Pain SenseiA patient-focused product pivot preceded a $30M acquisition within 18 months. See how research reshaped a tracking tool into a chronic-pain management program.Turning a failing product into a successful exit in less than 2 years.
Highlights
Smaller pieces, over the years
Smaller projects, experiments, and details from over the years. Select an image or video to explore the project.
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