// Writing · 4 pieces
Notes from the practice.
Twelve years of leading design in conversion-critical products — how teams get built, how craft compounds, and where design meets the business.
🏆 Leading across functions. Uniting across locations.
What it actually takes to hold a design org together when the people, the pods and the priorities sit in different rooms — and different cities.
Management
🔍 CID — customer investigation division
A lightweight programme to make an entire product org sit with real customer problems — and the reason it changed more behaviour than any research readout.
Culture & Process
🦸🏻 Presence without interference
How to stay close enough to the work that your team trusts your judgment, without becoming the bottleneck they route around.
Management
🧭 KRAs that survive the year
Most design goals are written in January and quietly abandoned by March. A format that holds up when the roadmap moves.
Management