My name is GeoffI’m a principal product designer and product builder with a hybrid background in product, design, and development. I help teams figure out what ideas to build, make them real enough to learn from, and shape them into products that can ship, scale, and create meaningful value.
Built a multi-channel healthcare message preview tool for complex communication workflows
Product Builder, Designer, Developer
Lirio needed a better way to preview behaviorally tuned healthcare messages across channels, languages, brands, and recipient contexts. I designed and built an interactive tool that helps teams understand how messages render while accounting for constraints like character limits, truncation, localization, and brand variation.
Shipped a personalized morning paper from idea to MVP in two weeks
Founder, Product Designer, Developer
Rooster is a solo-built morning paper app that turns news, weather, and personalized context into a daily digest with a distinct editorial voice. I designed and built the prototype in eight days, then shipped an MVP two weeks later.
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Turned client ambiguity into a working product direction
Product Builder, Designer, Developer
Lirio needed to align with a client on a new communication preferences center. Instead of starting with a static requirements document, I used client documentation, LLM-assisted analysis, product judgment, and a working prototype to identify gaps, explore personas, model the experience, and give stakeholders something concrete to react to.
Reduced content approval time by 75%
Product Designer
Lirio’s behavioral science content process depended on a fragile 50-column spreadsheet that slowed launches, delayed revenue, and made approval difficult to manage. I designed a custom CMS that gave behavioral science, product, and operations teams a shared source of truth for content creation, review, and approval.
Helped take a learning analytics platform from proof of concept through acquisition
Principal Product Designer, Product Owner
Watershed helped define the emerging category of learning analytics around the xAPI standard. I joined as principal designer and later moved into product ownership, shaping reporting, dashboards, and analysis workflows for enterprise pilots with companies including Google, AT&T, and Visa.
Took an iPad signup product from idea to App Store launch
Product Designer, Product Owner, Prototyper
At Emma, I led product and design for Guestbook, an iPad app that helped businesses grow email lists in person. I prototyped the app in native code to test the experience on real devices, reduce implementation risk, and give the team a clearer path from concept to launch.
Designed the first drag‑and‑drop editor for email marketing
Product Designer, Product Owner
Before drag-and-drop email builders became common, creating marketing emails often meant writing HTML or wrestling with rigid templates. I led design for Emma’s visual email editor, helping establish a more flexible interaction model for building campaigns.