Work

Case studies in finding
the real problem.

Selected work from 13+ years of product and UX design — from enterprise teams to startups.

Case Studies

Stories behind the metrics.

Real Issue
Decision hierarchy buried the primary action.
B2B SaaSAnalyticsDashboard
They thought the dashboard needed polish. The real issue was decision hierarchy.

The team had redesigned the visual layer twice. The conversion problem stayed. The actual issue was structural — the most important action was buried three levels deep.

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Real Issue
Trust at the wrong moment created drop off.
B2C SaaSOnboardingConversion
The signup flow looked clean. The problem was trust at the wrong moment.

68% of users dropped off at step two. Not because it was hard — the page asked for commitment before it had earned it. Reordering one trust signal fixed the drop.

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More Client Work

Panera

Product & UX design work for a national restaurant brand.

Case study available on request

Comcast

Design work for one of the largest U.S. telecom providers.

Case study available on request

Erebuni Armenian School

Community school website design.

Case study available on request

LEMA Collective

Brand and website design for a creative collective.

Case study available on request

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real problem?

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20-Minute Call

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Expert Perspective

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Actionable Next Steps

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