A repeatable framework.
A five-stage system I apply to every product problem, from definition to iteration.
Define the problem before committing to a solution.
Start with the underlying challenge, not the requested feature. Align on business context, user needs, constraints, and success criteria before investing in solutions. Pressure-test the brief until the problem is clear enough to guide decisions.
Build confidence through evidence.
Engage customers, stakeholders, and data early to understand the landscape. Use the right mix of research, analysis, and competitive insights to uncover opportunities.
Explore possibilities, then converge with intent.
Translate insights into product opportunities, journeys, and prototypes. Explore multiple directions with the team before aligning on the approach that best balances customer value, business impact, and time to market.
Turn strategy into shipped product.
Break opportunities into clear releases, align design and engineering on scope, and prioritise the piece of work that creates the most learning and impact. Define requirements, validate quality, and ship iteratively while keeping teams aligned from build to launch.
Measure, learn, and decide what happens next.
Review performance against success metrics, gather feedback, and turn learnings into action. Scale what works, refine what needs improvement, and reassess priorities as the product evolves.