Experience

Every unit of work, grouped by company and tagged by what it demonstrates. The case studies are the detail sheets; this is the full drawing set.

Showing all 17 sheets

Vizcom

First PM · 2026–present

Model abstraction

Vizcom · First PM · 2026–present

Model choice is a product decision, not a user setting. Built the evaluation layer that scores candidates on aesthetics, speed, instruction adherence, and cost, so quality decides where expensive inference goes.

Detail on Model abstraction

Every model we tried was better at something and worse at something else. Fast and literal, or slow and beautiful, or cheap and inconsistent.

The matrix scores them on four axes and the product picks per request. Designers never see a model name. When something new ships we run it through the same matrix and swap it in if it wins, which happens more often than anyone maintaining a roadmap would like.

Hybrid pipeline

Vizcom · First PM · 2026–present

On color, materials, and finishes: deterministic editing where variation would break the experience, inference only as a final step.

Detail on Hybrid pipeline

A designer changing a bag from tan to oxblood expects it to stay the same bag. Run that through a model and the stitching moves, the hardware changes, the proportions drift.

So the CMF edits are deterministic. Inference runs once at the end, on the pass where a little variation reads as rendering quality instead of a bug.

Credits and margin, case study

Vizcom · First PM · 2026–present

Built monetization from zero: a credits system across self-serve tiers that took the free and professional tiers from deeply loss-making to break-even.

Detail on Credits and margin

No pricing model, no cost tracking, and a per-generation cost that rises with each model release instead of falling. The first months went into instrumentation, because you cannot price what you cannot see.

Credits came out of that. A unit designers can budget in, metered on work rather than on time. They use the tool in bursts around deadlines, so a seat price or a daily cap punishes exactly the professional you want to keep.

Pro growth

Vizcom · First PM · 2026–present

Contributed to professional-tier growth past its annual target, roughly doubling monthly recurring revenue year over year.

Detail on Pro growth

Sales and marketing own most of this number. What is mine is the pricing architecture underneath it and the cost instrumentation that made the tier legible in the first place.

Roadmap from enterprise conversations

Vizcom · First PM · 2026–present

Led the product roadmap, built from in-depth conversations with 20+ major enterprises across automotive, apparel, footwear, and consumer products.

Detail on Roadmap from enterprise conversations

Twenty-plus conversations with enterprise design teams, run as research rather than as sales calls. Ford and New Balance are among the customers Vizcom names publicly.

What they asked for was unglamorous: tech packs, batch operations, admin controls, better 3D. Very little of it was what we had been prioritising. The roadmap was rebuilt around it and the teams’ work aligned to that. The CEO and CTO weighed in. I ran it.

Hero Safety

Co-founder · Founding PM · 2025–2026

Consolidation, case study

Hero Safety · Co-founder · Founding PM · 2025–2026

United CAD, call, SMS, and image intake, records, HR, and asset management into one AI OS with CV incident detection on edge compute.

Detail on Consolidation

A dispatcher mid-incident was working across six systems that did not share data. Dispatch in one, the caller’s history in another, which vehicle was where in a third.

We built one OS across dispatch, intake, records, personnel and assets, with incident detection running on edge compute at the camera instead of a cloud round trip.

Learnability, case study

Hero Safety · Co-founder · Founding PM · 2025–2026

Legacy systems carried customer-reported 1–2 year ramps; architected for consumer-grade learnability and onboarded a full team in under 4 days.

Detail on Learnability

Customers told us their existing systems took new dispatchers one to two years to ramp on. The workforce is ageing, a typical operator is around fifty, and the people replacing them are less technical than the software assumes.

We built for recognition rather than training. Consumer patterns, few modes, nothing behind a shortcut you had to be taught. A full team was running on it inside four days.

Demos and field research, case study

Hero Safety · Co-founder · Founding PM · 2025–2026

Instrumented the demos and joined customer calls and on-sites, so what came back from the field landed in the product rather than in a sales deck.

Detail on Demos and field research

A co-founder ran the sale. I built the demo and sat in on the calls and the on-sites.

Instrumenting it meant we could see where people stalled, what they asked about twice, and what they went looking for and did not find. That, plus watching real dispatch floors, is where most of the roadmap came from.

Eval harness, case study

Hero Safety · Co-founder · Founding PM · 2025–2026

Spec'd edge CV detection and built the test environments to evaluate and select models.

Detail on Eval harness

I wrote the spec for the edge detection and built the environments we tested candidate models in. Someone else wrote the production pipeline.

Same split as the model matrix at Vizcom. I would rather own what counts as good than own the implementation.

Human review of detections

Hero Safety · Co-founder · Founding PM · 2025–2026

CV detection alerts went to human review rather than acting automatically.

Detail on Human review of detections

Detections went to a person, who confirmed or dismissed them. Nothing dispatched itself.

That was settled early and it was not controversial internally. A false positive that sends officers to a school is not a tuning problem.

Forward

Product & Design · 2022–2024

CapEx re-architecture, case study

Forward · Product & Design · 2022–2024

Re-architected the CarePod's cost drivers for roughly a 50% reduction in unit CapEx, from certification strategy through to a fixed solid-state body scanner.

Detail on CapEx re-architecture

Pod cost set how many pods existed, and how many pods existed set everything else.

Most of the saving sat upstream of the bill of materials. Certifying to UL from the start instead of retrofitting it. Designing for the tens of units we were actually building rather than the hundreds in the plan. Cutting internal and external panelling specified well past what the enclosure needed. The largest single line was the body scanner, where a spinning rotating rig was replaced with a fixed solid-state one. Back of house dispensed medication with nobody in the room.

CarePod ownership, case study

Forward · Product & Design · 2022–2024

Defined the end-to-end member experience and decided which physical capabilities belonged in the pod; led design-to-engineering tradeoffs.

Detail on CarePod ownership

A CarePod is a clinic with no clinician in it. Every capability question is really a question about what someone will do alone in a box with nobody to ask.

I defined the experience from onboarding through repeat visits and decided which physical capabilities earned the space and the cost. Several we scoped and cut. I was the main line to the CEO on concepts.

Self-serve blood draw

Forward · Product & Design · 2022–2024

Ran 100+ studies, made the strategic case against self-draw, then took it 0→1 when the call went the other way: physical kit, suppliers, training, in-market launch.

Detail on Self-serve blood draw

The study data was genuinely ambiguous, so I argued it on strategy instead. If a member can draw at home, the draw stops being a reason to come to the pod, and the pod is what the business needs people to visit.

Leadership went ahead. I built it: the physical kit, the suppliers, the training material, and the launch into in-market pods with real members.

Deployment throughput, case study

Forward · Product & Design · 2022–2024

Member growth was gated by pod manufacturing and siting, with five to six pods in the field before the company wound down. That ceiling is what made unit cost the lever worth pulling.

Detail on Deployment throughput

Each pod was capital and lead time before it was a member. Five or six reached the field.

The member number people quote is the clinic’s, not the pods’. What the pods controlled was the ceiling, which is why the work went at unit cost.

Huge Inc

Product Innovation / Creative Director · 2019–2022

SK-II pop-ups

Huge Inc · Product Innovation / Creative Director · 2019–2022

SK-II (P&G) retail pop-up experiences, $70M new revenue across Japan and China.

Detail on SK-II pop-ups

Retail pop-ups for SK-II across Japan and China, built with the P&G team. The $70M is the client’s number and the work was a team’s.

Physical retail has no deploy button. Everything ships at once, on a date, and whatever is wrong stays wrong for the run.

Hardware launches

Huge Inc · Product Innovation / Creative Director · 2019–2022

10+ hardware product launches concept to production for Audi, Porsche, and 3M.

Detail on Hardware launches

Ten-plus products from concept to production for Audi, Porsche and 3M. The decisions that set what a physical product costs, and whether it can be tooled at all, happen in sketches, long before anyone calls them decisions.

Client strategy and delivery

Huge Inc · Product Innovation / Creative Director · 2019–2022

Presented product strategy to enterprise clients and ran the production and creative delivery behind it.

Detail on Client strategy and delivery

Agency work usually splits these. Someone sells the strategy, a different team makes it.

I did both, which meant I could not present anything the studio could not build on the timeline. It is the closest thing in my background to consulting.