Currently working in B2B SaaS
Designers who understand business will win the next decade.
Principal Product Designer in B2B SaaS. I write for designers who are tired of being treated like pixel janitors and want to understand the business well enough to influence what actually gets built.
Work has been featured in:
A quick note before you scroll
Most product teams do not fail because of poor execution. They fail because critical decisions are left unowned until outcomes stall.
I tend to work in that gap. Environments where features ship, teams stay busy, and yet adoption, retention, or revenue do not move. My role is not to increase output, but to identify the decisions blocking behavior, define them clearly, and see them through to measurable change.
I optimize for predictability over polish, behavior over intent, and systems that hold up under real usage. When something ships and does not get used, I treat that as a signal to revisit the decision behind it, not a cue to produce more artifacts.
This perspective comes from years of building inside complex B2B SaaS products and being accountable to outcomes, not activity.
Unlocking financial success
Automation shipped. Cash flow still failed.
Suppliers could invoice digitally, but customers could avoid committing a payment method. Customer Portal increased payment method capture by 30%.
Empowering business analysts with AI tools
Machine learning existed, but analysts could not access it
Advanced ML workflows were locked behind data science teams, slowing decisions and execution. Kepler reduced project timelines from weeks to days.
Automating quality control
Document review still took days in a regulated environment
Revolutionizing data science workflow
A drag-and-drop machine learning pipeline builder
Design decisions that compound careers
The ROI of investing in design mentorship.
Case studies
Design as a growth system
These case studies focus on decisions, constraints, and outcomes. Not screens. Not trends. If a feature does not get adopted, it is debt. If usage happens once, it is noise. Growth is a product decision problem.