How do you get people to volunteer detailed information about their home for no reward? Thirteen questions, one at a time, answering back with a personalized statistic after every one. 95% average completion, and no prize at the end.

Greenhouse growers could see every pest in their operation - whitefly, spider mites, disease, sticky traps - just never two of them at once. And the whole point of that data is the relationships.

People were opening the app and carefully choosing a store that couldn't bring them pizza. I redesigned store selection on an existing ordering platform for one of South Africa's largest fast food chains, working from Hotjar sessions, in-person testing, and twelve mapped use cases. Checkout bounce fell 14.55%.

A national grocery retailer whose weekly specials drive the entire business. I redesigned how shoppers find and browse those specials online, working to metrics defined upfront with the client. Page views rose 120%.