I help teams define clear product and brand strategies rooted in real user insight. From audience segmentation and positioning to value proposition design, I connect the dots between what people need and what businesses offer. Whether shaping a new product or evolving a brand, I bring clarity, focus, and a human-centered approach that helps ideas resonate - and grow.

With years of experience running in-depth interviews, large-scale surveys, and usability testing, I bring a balanced approach to research. I can blend qualitative insight with robust quantitative evidence, using industry-standard methods from both disciplines to inform clear, actionable outcomes. I shape research around real questions and ensure we never forget the objective.

I focus on understanding user needs and identifying friction points through audits, user journeys, and flow mapping. By highlighting what’s working - and what’s not - I help teams improve usability and overall experience.

I map services from end to end to uncover pain points, gaps, and opportunities across systems, channels, and teams. Using tools like journey mapping, service blueprints, and stakeholder workshops, I help create services that work for users and the people delivering them.