How I think about a product
I've worked on enough complex problems to notice that the ones that go wrong usually fail at the same point. Not execution, not ideation, but framing. The problem statement was wrong to begin with.
Over time I've developed a framework I keep coming back to: Locate, Structure, Ship.
Locate
Pull the data before touching a solution. Most problem statements are assumptions dressed up as facts.
Structure
Find the lever, not a list of ideas. Work backwards from the outcome and build the simplest system that gets there.
Ship
Get something real in front of the world. A v1 that works teaches you more than a perfect spec that never ships.
Projects
Automated Fresh Pricing
& Markdown Engine
Reducing waste while protecting sell-through and margin recovery
Pricing & Monetization | Platform & Operations
NPR Engine for AOV Growth
& Waste Reduction
Using recommendation logic to grow
baskets without creating excess inventory
Pricing & Monetization | Growth & Activation
Assortment
Rationalisation Framework
for Dark Stores
Balancing efficiency, profitability,
and customer choice
Analytics & Experimentation | Platform & Operations
Case study WIP
Search-to-Purchase
Conversion Engine
Turning messy search intent into
higher-converting discovery journeys
Growth & Activation | Analytics & Experimentation
Case study WIP
Forecast, Ordering
& Transfers Engine
Building a smarter inventory
planning system across dark stores
Platform & Operations | 0 → 1 Building
Case study WIP
Campaign Planning
& Assortment Visibility System
Coordinating demand, inventory,
and merchandising for seasonal peaks
Analytics & Experimentation | Growth & Activation
Case study WIP
User Reactivation
Engine
Re-engaging dormant users through
smarter targeting, timing, and messaging
Growth & Activation | 0 → 1 Building
Let's build something together.
Always happy to talk product, strategy, or anything in between. Let's connect.