Work
Case Studies
Each one shows a different thing — AI product judgment, growth execution, UX instinct, technical leadership. The through-line is the same in all of them.
Teaching a lawn funnel to see.
The acquisition funnel asks leads to self-report lawn conditions — high drop-off, low data quality. I'm designing a photo-upload AI analysis feature: upload a yard photo, get a structured diagnosis, confirm before it writes to the funnel.
60 tests. 115% CVR. $1.2M over goal.
Inherited a funnel that hadn't been touched with real product rigor. In year one: ran 60+ A/B tests, drove a cumulative 115% CVR improvement, and delivered $1.2M over revenue goal on a ~$19M DTC funnel.
5x revenue. Bootstrapped. No playbook.
Built the product and design organization from zero over 4.5 years at a bootstrapped two-sided content marketplace. Drove 5x revenue growth without external funding while staying hands-on IC.