Case studies
Four products. The same question each time.
Who is this for, what do they already believe, and why should they care? Each case study covers the research, the decision and what changed. Numbers I owned are kept separate from numbers the company happened to hit while I was there.
I was hired to moderate a Discord. I left having built the education layer the team onboarded people with.
Two years of reading every question in the queue showed me the gap was not the product. It was the category, and I built the fix myself.
An ecosystem full of African builders that the rest of the world could not see.
No brief, no calendar, nobody assigning topics. I built two standing series and led product onboarding with video, because the drop-off in this region happens at steps global content never covers.
How do you explain one thing to three audiences without losing two of them?
The design story behind the series: three audience tiers, four formats, and one rule about when a piece is allowed to be text.
Fifty thousand people in a room where nobody knew who was in charge.
The hardest product I have had to explain, and the first team I had to run. I gave six moderators named channels, built the reporting line that did not exist, and made everyone play the game before supporting it.