Currently working in B2B SaaS
I design product Decisions, that drive Adoption, retention, and revenue.
Most B2B SaaS products stall not because of bad UI, but because teams avoid hard decisions. I help teams reconnect design to outcomes that actually move the business.
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 → +30% payment method capture
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 → project timelines reduced from weeks to days
View Case Study
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.