Projects — domains

Six industries, one through-line: shipping product real users adopt.

Each card is a domain I've worked across. Names and specifics are kept light on purpose — the lesson generalizes; the logo doesn't. Click any card for the role, the insight, and the updates timeline.

AI × Content editingShipped

Reducing post-capture friction for creators

Creators have plenty of capture tools. The real bottleneck is the post-capture workflow — cutting, scoring, captioning, exporting. AI can collapse a 90-minute edit into 9 minutes if it ships in the right shape.

AI-in-the-editor only works when the AI's suggestions are *commitable in one click* and *reversible in one click*. Adding confidence scores didn't matter. Adding "accept all / accept this / undo" did.

AI × FashionShipped

Personalized discovery for a visual-first category

Helping shoppers find pieces they'd actually buy in a category where taste is the product. Recommendation, shoppable feeds, and AI-powered styling — but in a way the user trusted instead of resented.

In taste-driven categories, the recommendation engine has to be *visibly considerate* — not just accurate. Users forgive a wrong suggestion if the system shows it understood why they might like it. Black-box "for you" feeds train distrust.

Ed-techShipped

Outcomes-driven learning at scale

Most learning platforms optimize for enrollment, not completion or outcome. Designing for the credential employers care about — and for the student who has to finish before they get there — meant rethinking the product.

Students don't drop out because the content is bad. They drop out because the next step isn't obvious. Removing decisions from the journey — exactly one thing to do today — moved completion more than any pedagogy change.

B2C last-mile logisticsShipped

Operating-tech for dense urban last-mile delivery

Building delivery software for an emerging market — unreliable infra, cash-first economy, operators driving on 2G connectivity. Standard western-stack assumptions broke in week one.

In emerging-market logistics, the product *is* the cost structure. Every feature has to survive a $5/day operator running it on a $50 phone with 200MB data. Anything that doesn't pay for itself in offline reliability gets cut.

Pharma content SaaSShipped

Editorial workflow under regulatory compliance

Pharma content (medical communications, promotional materials) lives under strict regulatory review. The editorial workflow has to ship fast *and* survive an audit — competing constraints most CMS tools punt on.

In regulated SaaS, the audit trail is the actual product. The editor is just the UI on top. Once we built around "every change is provable, attributable, and reversible," everything else became simpler — including the editor.

ERP SaaSShipped

Workflow software replacing spreadsheets for a specific operator

An industry where operators still ran the business on a stitched-together spreadsheet stack. Generic ERPs didn't fit the workflow; building a vertical one meant going deep on the operator's actual day.

For vertical SaaS, the onboarding *is* the product. A customer who can't get their existing data into the new system doesn't churn — they never start. We built the migration as a concierge service before we built half the features.