Selected Projects
Case Studies
Designing systems where decisions carry real consequences — shaped by complex operational environments.
Repositioning a Freight Marketplace from Price Comparison to Decision Platform
The platform helped users find cheaper quotes — but they didn't return. I identified that decisions were driven by risk and clarity, not price, and repositioned the product as a service evaluation and workflow layer.
Defining the Core System of a Live B2B Logistics Marketplace
The platform could not function as a true marketplace — pricing depended on off-platform clarification. I redefined the core system so jobs became structured, priceable units that could progress into execution.
Building the Operational Backbone of a Live B2B Marketplace
The platform lacked visibility and control once jobs were live. I designed an operational layer enabling teams to monitor, manage, and intervene across a two-sided marketplace in real time.