Product Design generalist with t-shaped prowess in Marketing and Product Management. I approach product design through these lenses to design for growth mechanics that attract users and product strategy that engages and retains. My charge is to drive business through all elements of the user experience.
How design moves business
Along the way to becoming a Product Designer (more on that here), I learned what truly matters in software business — CAC and LTV — and how to move these metrics via Design.
CAC (the cost to acquire new customers) is pivotal to differentiated success in software products. There are many ways to acquire new users — ads, partners, word-of-mouth, incentives, etc. — but all of them involve customer touchpoints and user psychology which can be tailored for each acquisition scenario to dramatically improve performance of your business model’s cost per customer.
LTV (the lifetime value of a customer) will vary by revenue method — subscriptions, ad impressions, transaction fees, etc. — but all involve early and continued user experiences that demonstrate a service’s value and warrant continued attention, money, loyalty or all three. Through the application behavioral psychology and value distillation, a customer’s unique journey with your service can be significantly improved and sustained to increase your business model’s revenue per customer.
Of course, CAC and LTV mean very little without PMF (product-market fit) and a large enough TAM (total addressable market). Choosing a sizable market at the outset is table stakes for outsized success, while PMF is something that must be nurtured over time through attentive, strategic iteration.
PMF (product-market fit) is achieved through an iterative product design process coupled with clear feedback loops (qualitative + quantitative) to decipher who loves your product, why they love it, and how you can increase the audience size who loves your product. Tradeoffs between customer segments invariably arise, which is why product design decisions must be informed by the business’ overall strategy and goals.
Outside of software design
Studio
I love getting my hands dirty with physical projects in the studio (see some studio art projects here) and lately have taken on woodworking to build various useful structures around the home.
Athletics
I’m a lifelong athlete and competitor. Growing up, I played several sports but focused on tennis and football (an unusual combination) and to my knowledge was the only athlete at state championships in both sports.
Competitive athletics shaped my youth as much as anything, helping me learn skills critical to success in business and life. Leadership, accountability, humility, and a drive a win.
Family
In recent years, I started shipping my most impressive products yet: children. Family is everything to me and I’m honored to take part in raising the next generation of my beautiful humans with my wife and our two sons.