Work

Case studies in trust,
growth, and
human behavior.

Selected work across consumer hardware, voice AI, enterprise software, and crisis response: the moments where what people do matters as much as the strategy itself.

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Public Policy Trust & Safety

Crisis GTM: 50M Users in 13 Days

The launch strategy for India's national COVID contact-tracing app, and the mid-launch pivot needed to address a trust crisis before it unraveled adoption.

"Authority creates velocity. Legitimacy sustains adoption. Both have to be built from day one."

Government of India Aarogya Setu 2020

Product Analytics Voice AI

When the Metric Is the Problem

A voice engagement problem that turned out to be a device abandonment problem. On separating what a metric measures from what it's supposed to measure.

Amazon Alexa Software & Devices 2022

Product Strategy Growth Strategy

Making Existing Value Unmistakable

Leadership wanted a silver bullet feature. The research said the value already existed, customers just couldn't see it. On the difference between discoverability and unmistakability.

Amazon Alexa x Prime 2022

Product Strategy Voice AI

Designing for Trust in Voice Interfaces

What do you measure when someone speaks to a device at 6am and you can't hide friction behind a UI? On the asymmetry of trust in voice products.

Amazon Alexa Software & Devices 2022

Growth Strategy Public Policy

Turning Regulatory Disruption Into a $2M Opportunity

When Malaysia replaced GST with SST overnight, 100,000+ businesses needed new infrastructure. The strategy captured 20% market share before competitors saw the window.

FACT Software 2018

The next problem

I work on productquestions where trust,behavior, and growthare tightly coupled.

If you are navigating adoption, positioning, or product strategy in a high-stakes environment, I would love to hear what you are building. Every case study here runs on the same lens.

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Case studies in trust,growth, andhuman behavior.