Concept & Strategy
Concepts, design exercises, and strategy sprints — reasoning under ambiguity.
Concept and discovery for EZMake, the MVP of Atlassian's internal automation platform — an abstraction layer over a sprawl of tools, designed around the non-technical citizen developer.
A senior design seat on a short clock: setting creative direction that made dense research land, held every asset inside an established brand system, and left the team's workflow better than it found it.
A month-long strategy sprint to win a transformation kickoff — competitive research turned into a defensible point of view, a structured workshop, and the visuals that carried it into the room.
A design exercise turned study in reasoning under ambiguity: a phone-in-aisle app for the gdgt / Engadget properties to help a non-technical shopper pick the right router from fifty — carried from hand sketch to coded wireframe to hi-fi screen, with no research and no ability to ask a single question.