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Work
Real cases: the problem, the decisions, the results. No fluff.
The problem wasn't logistics, it was trust — and one MVP decision (1 provider, not 3) solved the rest.
We reorganized the entire app before the new products arrived — with a research insight that put payments front and center.
The ask was "add features." The evidence said otherwise — so we redesigned the product.
What looked like a simple map hid dozens of decisions — we prototyped and tested them one by one before building.