My Approach to Building Products from 0 to 1

Over my career building products from inception across government, healthcare, fintech, and startups, I've developed a methodology that consistently delivers measurable impact. This approach isn't about following rigid processes—it's about applying proven principles to navigate the inherent uncertainty of 0 to 1 product development.

Experience Flow Methodology

Starting from Pain, Not Product

The fundamental principle of my approach is that products shouldn't be designed from where users enter them, but from the moment pain is realised. This perspective shift has profound implications for how we conceptualise, build, and position products.

Traditional product design often starts with the assumption that users are already in our product. My experience flow methodology zooms out to capture the complete journey:

• Pain Realisation: The moment a user first recognises they have a problem or need
• Solution Discovery: How users search for, evaluate, and select potential solutions
• Onboarding & First Use: The critical initial experience with the product
• Ongoing Engagement: The evolving relationship as usage patterns stabilize
• Advocacy & Expansion: How satisfied users expand usage and influence others

Data-Driven Decision Making

Balancing Qualitative & Quantitative Insights

A core component of my methodology is the integration of qualitative and quantitative data to build a complete picture of user needs and behaviours:

• Qualitative Data describes needs, pain points, and motivations—key psychological triggers that influence decision-making
• Quantitative Data reveals behavioural patterns, conversion funnels, and usage metrics that show what users actually do

Implementation Approaches

Adaptive Implementation

Not every solution requires extensive engineering resources. My implementation philosophy emphasizes validation before commitment:

• Wizard of Oz Prototyping: For complex journeys, I often use "Wizard of Oz" techniques—having humans coordinate efforts behind the scenes to simulate functionality before building it
• No-Code Prototyping: I leverage tools like Webflow and Framer to create functional prototypes that can be tested with real users
• Progressive Escalation: Starting with minimal viable implementations and progressively adding sophistication as concepts prove their value

Research Methodologies

Pragmatic User Research

My approach to user research balances rigor with practicality:

• Mixed-Method Triangulation: Combining multiple research approaches to develop a more complete understanding of user needs
• Research Opportunity Mapping: Strategically selecting research methods based on the specific questions we need to answer
• Alternative Data Sources: When direct research is constrained, leveraging existing sources like customer support conversations, analytics, and social listening
• Progressive Research Depth: Starting with lightweight methods for broad understanding, then diving deeper on critical areas

Testing & Validation

Iterative Validation Framework

To ensure products meet real user needs, I implement a structured validation approach:

• Hypothesis-Driven Testing: Framing each test around specific, measurable hypotheses
• Multi-Phase Validation: Progressing from concept testing through usability testing to market validation
• Continuous Feedback Loops: Establishing mechanisms for ongoing user feedback throughout the development process
• Success Criteria Definition: Setting clear, measurable criteria for determining whether solutions are successful

Continuous Evolution

This methodology isn't static—it continues to evolve as I encounter new challenges and incorporate emerging best practices. Currently, I'm expanding my technical capabilities with Python, AI, and ML to further enhance my data-driven approach and bridge the gap between design thinking and technical implementation.

By combining the principles outlined here with a relentless focus on solving real problems for real people, I've consistently delivered products that create meaningful impact while feeling effortless to use—embodying my belief that great design is invisible.