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When we started designing rippl — a browser extension that surfaces sustainable alternatives while you shop — the first question wasn’t about the UI. It was: what actually makes people switch? Not “switch in theory.” Not “switch when they’ve already decided to.” Switch in the moment, at the point of purchase, when they’re already committed to buying something and an alternative shows up uninvited. The research answer was humbling. Almost nothing works if it feels like a lectu

Every product manager knows the feeling. You’re about to make a call on a roadmap item, and before you can move, you spend 45 minutes digging through Slack threads, old Confluence pages, and Jira comment history — just to reconstruct what your team already figured out six months ago. Who got ruled out and why. What assumption everyone was working from. The decision that happened in a Tuesday standup and never got written down anywhere. This isn’t a process failure. It’s a str

The client brief was clear: build a portal for Applied Behavioral Analysis practitioners. Map the workflows. Design the interface. Make it easier for clinicians to manage their caseloads. We did that work. But somewhere in the research, something shifted. When you map a service journey across multiple stakeholder types — guardians, administrators, clinicians, technicians, caregivers — patterns emerge that no brief anticipates. In this case, the pattern was unmistakable: careg