How I work

I help teams uncover customer needs and shape products and services around them. Having supported 100+ products used by over 5 million people worldwide, I combine customer discovery with practical experiments to find what’s worth building—and strengthen what’s already there.

A conversation in a workspace with teal carpet, warm lighting and a yellow chair.

I work with teams in Amsterdam and London, combining in-person discovery with focused strategy and direction.

Build confidence in what to offer next.

Discover the need

Discovering valuable opportunities starts with understanding what customers are trying to do, where they get stuck, and how they work around it today. Through focused conversations and observation, I find the needs and frustrations that could become an appealing new product or service.

Test the offer

I turn promising directions into small experiments we can test quickly. That might be a rough prototype, a service we deliver by hand, or an offer we put in front of potential customers. What we learn helps us decide what to pursue, adjust, or drop—and gives us something concrete to build on.

Shape what works

When testing shows a direction is worth pursuing, your team takes it into execution. If useful, I can stay alongside your team to keep the work grounded in what we’ve validated. As new questions arise, I help test assumptions and clarify decisions so the team stays focused.

Teams I’ve worked with

Browse work

What could our first project look like?

Choose the situation closest to yours:

We see an opportunity. Where should we start?

We’re developing something, but will customers want it?

We’ve launched, but interest is lower than expected.

We have lots of ideas. Which will make a difference?

A possible first project:

Identify a problem worth solving

Turn a broad opportunity into a specific customer need you can act on.

What you could leave with: A clear direction for a new product or service: who it’s for, the need it addresses, and what could make it valuable to them.
What we could do together: Choose a customer group within your sector, then explore recent frustrations and workarounds through conversations and observation. Look for a recurring need that existing options don’t address well.

Find what customers value

Bring what you’re developing closer to what customers need and value.

What you could leave with: Clear priorities for improving your product or service and a stronger offer to take into your launch.
What we could do together: Explore how potential customers solve the problem today, then test a prototype or a small version of your service with them. Use what matters to them—and what’s missing—to refine what you offer and how you present its value.

Give customers a stronger reason to choose you

Work out whether the problem is who you’re reaching, what you’re offering, or how customers experience it.

What you could leave with: A clearer reason for the weak response and evidence to decide what to change before spending more.
What we could do together: Look at where interest drops off, then talk with people who tried your offer or chose an alternative. Use what you learn to test one focused change.

Choose what to focus on next

Choose where your team’s effort could make the biggest difference, grounded in customer needs.

What you could leave with: A next priority you can explain to your team and stakeholders, and a clear view of what can wait.
What we could do together: Start with the result you need, compare the customer problems behind a few leading ideas, then test the assumption that could change which one comes first.

Or just get in touch