Without understanding how a product is measured, design can be like shouting into an empty room.

I always design to be inline with expected KPIs, and if they don’t exist, I help create them. I believe in continual testing with beta communities, and using qualitative techniques to understand deeper human needs.

Designing to measure

Relaying functional requirements back to measurable events helps define the way a flow progresses.


As a sometime founder, continual growth analysis plays in the same sandpit as overall product roadmaps.


I have a working familiarity with all main flavours of analytic platforms including Google Analytics and Mixpanel.


I love responding to the slightest change in user behaviour with solutions to optimise desired user flows.


  • Continual optimisation of user flows
  • Analytical understanding of why users do things
  • Contribution to the overall product roadmap