Defining what to build, especially when the path isn't clear.

I've spent my career working at inflection points: new products, platform shifts, and business model pivots across marketplaces, fintech, and consumer platforms.

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Core Domains

Strategic Direction and 0→1 Execution

Turn ambiguous ideas into coherent direction in early-stage and transitional environments.

UX Instinct and Judgment

Close the gap between user behaviour and product decisions without losing speed or depth.

Marketplaces, Ecommerce, and Seller Systems

Build both sides of marketplaces with deep focus on seller behavior, pricing, and growth dynamics.

Building with AI

Leveraging AI to run discovery, synthesise research, and ship product end to end.

Product Areas & Systems

Marketplaces & Classifieds

Search and discovery in high-volume marketplaces (events, cars, homes, jobs, dating).
Onboarding and conversion optimisation for consumer experiences.
Seller dashboards and tooling that improve supply quality and performance.
Expanding marketplaces into new verticals.

Booking, Scheduling & Transactions

Complex booking systems including: space hire, reservations, availability, and repeat events.
Designing around time, inventory, and multi-party coordination.
Reducing friction in transactional flows where small issues kill conversion.
Handling booking changes, cancellations, and payments, including refunds, rescheduling, and edge cases that impact trust and revenue.

Leadership & Decision-Making

Building product judgment in teams that default to delivery over direction.
Creating research practices that produce decisions, not just findings.
Owning discovery through to delivery in lean team structures.
Synthesising UX, business, and technical inputs into clear, defensible calls.

What I’m Working On

NoteSynth

BUILDING WITH AI

A live observation tool for usability testing, built to capture and pattern researcher notes in real time.

Goodnight Mind

DESIGN STAGE

An app for offloading racing thoughts at night so you can get back to sleep.

Ecommerce Brands (Founder and Operator)

LIVE, ONGOING

Running live ecommerce businesses across Etsy, Shopify, and Amazon gives me ground-level insight into seller behavior and marketplace dynamics.

Selected Experience

Eventbrite

First UX hire, grew to Director of UX. Led the team that built reserved seating from the ground up, including a self-service seat map designer scaling to 100,000 seats, enabling Eventbrite to expand into venues, music, and galas. Patents pending in ticket template creation and reserved seating ranking systems.

Dwolla

Head of UX and Design during pivot from consumer payments to B2B payments infrastructure. Established the merchant centre, developer portal, and product positioning for a platform processing $3.5B annually.

Bluethumb

Head of Product and first PM hire at Australia's largest online art marketplace. Expanded into new verticals, rebuilt consumer experience, seller tools and analytics. Drove a 1.5% conversion lift in the first two weeks.

HappyCo

Happy Force founding team. Led discovery and product execution, hitting $1M ARR in 9 months.

Founder & Ecommerce Operator

Running live ecommerce businesses across Etsy, Shopify, and Amazon gives me ground-level insight into seller behavior, marketplace mechanics, and conversion that most PMs only see in data.