Projects — Select Work & Clients
Projects
For over a decade I've embedded with leadership teams at the moment they are deciding what to build next in a shifting landscape — running the research, framing the futures question, and translating behavioral evidence into direction they can commit to.
Trusted by
Selected Engagements
Select Projects
- Microsoft · Foresight Research
AI-native mobile devices
Foresight research on the future of AI-native mobile. The work surfaced that safety concerns — not capability gaps — were the primary structural barrier to AI feature adoption, a finding that reshaped product direction.
- Spotify · UX & CX Strategy
Spotify for Artists
UX research and CX strategy for the creator platform — analytics and creator tools. Findings informed product and design decisions across the creator experience.
- TELUS · Service Design
Self-service & the digital journey
Service design of self-service tools to reduce support volume and modernize the digital customer journey for a national telecom.
- Simon Fraser University · Digital AI Strategy
Preparing for the LLM traffic shift
A full digital AI strategy to ready the website and core conversion funnels for the shift in how Google and LLMs route traffic to revenue.
- Hims & Hers · Conversion & CX
Personalizing the conversion funnel
Evaluated and enhanced personalization across the core conversion funnels, with competitive analysis and benchmarking to sharpen the path from interest to enrollment.
- The Weather Network · 0→1 Product Launch
A new AI-powered weather app
Took a new AI-powered weather product from 0→1 — defining the experience and testing the forecasting interactions that actually change behavior, on a category built on habit rather than novelty.
- David Suzuki Foundation · Donor Experience
Innovating the donor experience
Identified gaps in how donors actually interact with Canada's leading environmental charity — and the opportunities to transform the digital experience around those moments.
- Search Atlas · Agentic Marketing GTM
Evaluating agentic marketing products
Evals and analysis of the core experience of new marketing-specific agents — their deliverables and the conversational experience surrounding them — ahead of go-to-market.
- TransLink · CX Master Plan
An omnichannel CX master plan for transit
Defined the future of multi-modal transit in preparation for the FIFA World Cup 2026 — including a new measurement framework for the CX indicators that matter most.
- National Football League · 0→1 Product Launch
Launching a digital collectibles platform
Took a new digital collectibles platform from the ground up — initial market research, go-to-market UX research, and post-launch product measurement — building the evidence base at every stage from concept to market.
Community & volunteer work
Giving time
How the work runs
One 0→1 workflow, end to end
Vision planning, signal gathering, strategic alignment, prototyping, testing, and PRDs — run as a single workflow rather than handed between teams. The methodology behind it, built at PH1, makes the behavioral layer of AI adoption visible to leadership before it shows up as failed ROI.