[ WORK · TEARDOWNS · THINKING ]
Case studies
Three kinds of work, in one place: products I shipped, teardowns of products I actually use, and thinking exercises on companies I don't work for.
Shipped
Products I designed, built, and launched.
- I Ran My Job Search Like a GTM EngineerFifty target companies, checked by hand, became one Clay table that checks itself. An enrichment waterfall resolves ambiguous domains, an AI research agent enumerates every open role per company and keeps the ones in my lanes, and a headcount flag splits direct founder outreach from normal applications.50 → 12
- The App That Lives Under the NotchThe AI-native dynamic island for Mac: hold the notch and talk, and dictate anywhere with a held key. Founded and shipped solo, from first commit to public release in under a month across 160+ tagged releases.160+
- The Feed That EndsAn invite-only space where a few friends share the movies and music they love, live at kizu.app. Designed and shipped solo by directing AI development tools through 67 reviewed pull requests, for $0. The feed ends on purpose: once you have seen what your friends left you, it says "you are all caught up."4
- The Free AI Tool That Earns ItAn AI review intelligence tool live at frictionlens.net. Owned product and design across the marketing site, dashboard, and shareable Vibe Report pages. Cost-aware 3-tier classifier routes ~80% of reviews through keyword rules so the freemium tier stays free.$0
- Start StartingLed product on a 3-person founding team. Drove the V2 anti-interruption rewrite after 16 archetype interviews showed our own notifications were pulling avoidance-prone users out of focus.18%
Teardowns
Deep dives into a live product, taken apart to find the one decision behind the friction.
- Never Rewrite a Single WordAn outside-in teardown of Wispr Flow, the voice dictation tool whose whole brand is one promise: you never rewrite a word. The transcription is best-in-class, but the promise breaks three ways after it. Words vanish in the last six inches to the cursor, the AI cleanup quietly rewrites your meaning, and accuracy decays right after you pay.4.8 → 2.7
- Pickup UnreachableA field study of a single Waymo error screen. Booking from inside a gated Tempe complex returns a Pickup Unreachable error and a blank search box, even though dragging the pin 373 ft to the gate books instantly. Traces the failure to three handling gaps: it dead-ends, never explains, never learns.373 ft
- Stranded by DesignA rider-experience teardown built from one real Waymo ride across Phoenix on a 106° day, one twelve-minute support call, and everything the public record revealed after. Two of Waymo's most common complaints (long routes and long re-pickup waits) trace to a single choice: optimize for fleet utilization over rider time.20 min
Thinking exercises
Full PM process (research, framework, PRD) applied to a company I don’t work for.
- Notion's Activation ParadoxHow AI Agents Could Solve the Onboarding Problem That Templates Never Fixed. After interviewing 10 Notion users and triangulating review data across G2, Trustpilot, Reddit, and Hacker News, one pattern dominated: the flexibility that makes Notion powerful makes it overwhelming.~$600M
- How the Work Gets MadeMost PM portfolios show what shipped. This page shows how. Design tokens, vector logo construction, motion language, voice ruleset. The whole path from research through brand, motion, and launch, made legible.80
That's the work.
Products I shipped, teardowns of things I use, and thinking on companies I don't work for. If a problem like these is on your desk, I'd like to hear about it.
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