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Good design is as little design as possible.
I've applied it to brand identities, products, and operations systems serving over a million businesses. The discipline is the same regardless of the medium.
Twenty years. Brand strategy, product design, and UX research.
Amazon FBA and AWS, systems for over a million businesses.
600,000 labor hours removed through AI-enabled automation.
Services
AI products, automation, and machine learning
The goal is always specific: reduce touches, improve forecast accuracy, create capacity, eliminate waste.
Systems thinking maps where humans belong in each connected system: internal users, external customers, both.
Product design and user research
Most product problems are definition problems.
The wrong thing was built because the right question was never asked.
I work at that layer: users, mental models, information architecture, interaction.
Brand identity and website builds
Strategy first: what does it need to say, look like, and accomplish.
Everything follows from that: visual system, site design, e-commerce, fulfillment.
Operations transformation
I've redesigned systems that had to work for millions of businesses simultaneously.
The method is the same at any scale: find the constraint, fix it at the source, measure the delta.