Case studies
Deep dives into problems I've owned: context, decisions, trade-offs, and impact.
Strategic MigrationRisk & Trust ManagementStakeholder Alignment
Moving users off a legacy product without breaking trust
Sequenced a high-risk product transition — without forcing a single user.
- 70%
- Launch-day flow conversion
- 52%
- Legacy base migrated, 14 wks
Conversion StrategyProblem FramingFunnel Optimization
Why KYC-verified users still didn't buy — and how we closed the gap
Reframed first-purchase activation as a confidence problem, not checkout friction.
- ≈10%
- 7-day first-purchase lift
- 6
- Improvements shipped
- 2
- Priority opportunity areas
Product RepositioningExperience StrategyResearch-driven Design
Turning "I spent money" into "I own an asset"
Repositioned the core journey from spending money to owning an asset.
- ≈3×
- Monthly transactions
Coming soon
0→1DiscoveryMVP
Taking a new product from 0 to 1
Scoped a 0→1 MVP around the single riskiest assumption.
