Case studies

Product and design decisions, and the measurable results they produced.

• Course VaultsCourse Vaults2026

  Conversion is a timing problem

  New users built their golf history quickly, but usage dropped after the first session. I moved the subscription prompt into that initial high-intent experience: users could save 20 courses for free, then encountered the paywall when they tried to add course 21. Early free-to-paid conversion increased from 4.5% to 5.85%.

  B2CiOSWeb•MonetizationOnboarding

• Course VaultsCourse Vaults2025

  Reducing the cognitive cost of contribution

  28% of users never rated a course. Simplifying rating cut empty profiles from 28% to 8%, a 71% reduction.

  B2CiOSWeb•ActivationProduct Design

• SakariSakari2022-2026

  Building the system behind Sakari

  How I built Arctic into a tokenized system of nearly 1,000 components and variants, then partnered with engineering to implement it across the product.

  B2BSaaS•Design Systems

• PheroePheroe2019-2024Acquired

  Building and selling cologne

  A side experiment that became a $300K ecommerce brand, and ended in an asset sale.

  B2CEcommerce•Founder StoryEcommerceGrowth