Founder, Consortium UX
I help early startups nail the product experience that gets investors leaning in — without wasting precious time or money on rework.
Where organizations once built internal R&D capabilities and developed solutions from the ground up, leadership now scans the horizon for acquisition targets. We’ve created the private equity version of R&D — and it’s far messier than anyone admits.
Uber users who load gift cards sometimes get higher fare quotes for the same route. I’ve designed parts of this machine — and I can tell you exactly how we got here, and what it means that UX designers became accidental architects of systems that work against the people using them.
The job isn’t to polish the obvious — it’s to push past it, and teach your team to do the same. First ideas feel good because they come quick and feel familiar. That’s exactly the danger. Most first ideas aren’t wrong: they’re just unfinished.
In enterprise agriculture, timing and trust are non-negotiable. One agritech platform needed to streamline how growers executed field prescriptions—planting, fertilization, and crop protection plans—across two independent systems: its own software and an external equipment management platform.
The technical ask seemed straightforward: make it easier for users to send prescriptions from System A to System B. But the real UX issue wasn’t functional—it was cognitive.
Were these systems linked? Or was the platform simply sending a static file?
And if it was just sending, how do we help users avoid assuming that edits in one system will automatically carry over?
This wasn't a hypothetical UX problem. If a grower updated a prescription but failed to resend it, they could unknowingly execute an outdated plan—applying the wrong chemical, seeding at the wrong rate, or introducing safety and compliance risks. And in agriculture, there’s no “undo” once you’ve rolled out the equipment.
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. She packed her seven versalia, put her initial int belt and made herself on the way her home. Far far away, behind the word mountains, far from the countries Vokalia and Consonantia.