About

You're building something for enterprise customers in fintech or agtech. Your product works. The tech is solid. But something feels off and you can't see what it is.

That's where I come in.

I help funded startups identify what's confusing about their product - before they waste months building the wrong solution. One 90-minute session can catch what you're too close to see, so you can nail the experience that gets investors leaning forward.

Why can't I spot what you can?

Over three decades, I've architected digital strategies at Microsoft, Nokia, and Capital One, led design innovation at Bayer Crop Science's Climate LLC, and created performance-driven campaigns at Publicis Dialog. This rare combination of enterprise scale, agency creativity, and startup agility lets me solve problems most consultants can't touch.

I've spent years in regulated industries - leading teams of UX strategists across agtech products, working across multiple fintech companies, and pattern-matching what causes enterprise adoption to fail. I know what makes enterprise users in regulated spaces actually switch from their current tools. And I've seen the same failure patterns repeat across early-stage startups time and again.

What this means for you

When you're building for regulated industries like fintech, agtech, or healthtech, behavior change is harder. Users are cautious for good reasons. Switching from old tools has real costs. Your product needs to prove it's worth the change.

I've been in those environments. I know what causes product confusion when the stakes are high and "move fast and break things" gets you sued.

 My specialty

The gap between "they signed up" and "they're actually using it." That's where most B2B products lose customers. That's where startups waste months of runway on rework. That's where I help you nail it the first time.

 Who I work with

Pre-seed through Series A startups in San Francisco. Small teams (under 10 people). Building B2B products for enterprise customers. About to launch to enterprise or already in early pilots.

You know something's not quite right, but you can't pinpoint what it is. That's the moment to talk.

I also work with VCs who want to reduce portfolio company risk, and dev shops who need strategic discovery before they start building.

𝗥𝗲𝗮𝗱𝘆 𝘁𝗼 𝗻𝗮𝗶𝗹 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝘁𝗵𝗮𝘁 𝗴𝗲𝘁𝘀 𝗶𝗻𝘃𝗲𝘀𝘁𝗼𝗿𝘀 𝗹𝗲𝗮𝗻𝗶𝗻𝗴 𝗶𝗻? Schedule a 15-minute intro call.