Projects
Case studies in diagnosing what a dashboard can't tell you on its own.
When campaign numbers don't add up, how do you prove the problem isn't the campaign?
A conversion we triggered ourselves came back labelled organic. Tracing why produced a diagnostic path the whole intern team could run, and the ordering of that path mattered more than the answer to any single case.
The team could say what was wrong with the homepage draft. Not what would be right. How do you brief a vendor on that?
A team that could describe what it didn't like, but not what it wanted, was stuck reacting to a vendor's dated-looking draft. Drawing the direction myself, not writing another round of feedback, is what got three vendors and an internal team moving the same way.
Three meetings couldn't decide who we were selling to, or whether our own sentiment model could survive scrutiny. What actually broke the deadlock?
A five-person team was stuck between a market too small to pitch and a bigger one that would put our own tech on trial. What broke the deadlock wasn't a better argument. It was having each person deliberately argue from the thinking style they didn't have. The market call came first, and it's what decided the technical design, not the other way around.