Design. Build. Grow.
From first idea to real users, I create digital products that solve problems, create whimsy, and answer the question, "Wouldn't it be cool if...?"
With a background in product management, design, and marketing, I take ideas from concept to launch and everything in between.
Ideas don't have to stay ideas.
I spent years turning ideas into digital experiences with big teams. Now, AI-assisted development lets me take those ideas further, building and launching products of my own. The tools have changed. The fundamentals haven't. Good products still need thoughtful design, smart decisions, real users, and a reason to exist.
Fuller concepts
Instead of handing off a PRD and a wireframe, I can show a working concept with real data and real interactions, so stakeholders and users react to the product, not a description of it.
Functional work
I still own the code. AI helps me ship it faster. I know the systems & processes well enough to QA, troubleshoot, and maintain it. I map the architecture so future updates stay easy.
Same PM rigor
Backlogs, user feedback, analytics, and KPIs provide the quantitative data. Judgment decides what’s worth building, & with my background in marketing, I make it fun.
Welcome to Club Edgemore
A little product studio for big ideas, useful tools, and things that are just plain fun.
Club Edgemore, LLC is my home & the home for independently designed, built, and launched digital products. I handle the product strategy, UX, development, marketing, and everything in between.
Saturday is for CFB
Your teams. Your schedule. Your entire college football weekend in one place.
Live scores, schedules, news, TV information, handwritten predictions, and team data, brought together in a personalized “Your CFB Week” experience. I iterated the information architecture and UX on what I saw people needing and what they told me.
What started as a way to follow my own teams has grown into a personalized college football companion. Real user feedback drives the roadmap, from team-specific notifications and live game tracking to schedule conflict alerts. I track adoption, engagement, and feature usage to decide what comes next.
About 1,000 users found it organically in the first week. I wrote the initial backlog, then used early-user feedback and surveys to prioritize features and refine the roadmap.
Product analytics show which teams people follow and how many they add. That behavior informs product decisions and points to monetization opportunities.
Alibi Murder Mysteries
You bring the suspects. We bring the mystery. Host an unforgettable murder mystery party right from your phone. Everyone has a secret. Everyone needs an alibi.
A host picks a mystery, sends guests their character, and runs the whole night from their phone. Shopping lists, ideas, props, printables & stories set the stage & people can do as little or as much as they want.
One free mystery to start, then paid mysteries from $14.99 to $29.99 across easy and medium difficulty. Each lists its suspect count and run time so hosts can match a mystery to their party.
The free mystery leads into account signup. I've always written and hosted murder mystery parties, but there's a barrier to entry because everything is manual. I wanted more people to have more fun, so I built it.
Twelve years of owning product where millions of customers shop.
From designing 200+ homepage experiences a year to owning the roadmap and backlog for creative solutions. I lead discovery, research, experimentation, and prototype validation across desktop, mobile web, and the iOS and Android apps, partnering with Engineering, UX, Creative, and Senior Leaders.
From a bento-hero concept tested in October 2024, I led the research, concept, design, and build.
Increase in homepage sales vs. the previous year on Black Friday 2024, from the new homepage work.
~$500K saved a year
Redesigned process & workflows in the campaign to create parity between app and mobile web.
Created OCPS from the ground up: processes, trainings, and OKRs, growing from 1 → 5 SMEs.
Product work, from idea to measured result.
Epic: Homepage Holiday Improvements
Led research, concept, design, and build of a new homepage with Engineering, UX, design, & Product, introducing three new products. It went from a bento hero, to image mapping for full flexibility, to holiday theming. Concerns about data capture and launch stability shaped each round.
Home Depot + FIFA: The Customer Experience
I pitched ideas for in-store workshops, website enhancements, commercials, and signage. My team shipped a hotspot feature that lets creatives map an image with links, so they could build bespoke experiences for soccer fans. The goal was excitement and loyalty, not just metrics.
Online Creative Product Support
I built the team from the ground up to five people who troubleshoot, solve problems, and write feature requests for 100+ users. I started a public release-demo page and a weekly “In Case You Missed It” email, and I lead blameless post-mortems that feed back into the product.
Discover, define, deliver, measure. Now with a build step in the loop.
Discover
User interviews, DScout studies, and behavioral data. ChatGPT, Claude, Gemini, and NotebookLM help me synthesize insights and weigh alternatives faster.
Define
MoSCoW, level of effort, and quick wins turn a data-driven backlog into a roadmap. PRDs and user stories make the scope clear.
Build & deliver
Scrum sprint planning against team capacity and product goals. And when a working product beats a description, I build it myself.
Measure
Tableau, Adobe Analytics, and A/B tests track CRO, CTR, and impressions. Every launch gets measured against its KPIs.
- CSPO® Certified Scrum Product Owner
- Micromasters in UX Design (edX)
- Google AI Certification
- Google Analytics Certification
I started at The Home Depot in 2014 designing and building pages, infographics, and app experiences. The earlier work is still online.