DANI IS A LEAD PRODUCT
DESIGNER BUILDING
ENTERPRISE B2B SAAS
WITH THIRTEEN YEARS OF
CROSS-INDUSTRY PRACTICE
How I Work Six Operating Principles
01

Upstream of the brief

Frames the real problem before the brief is ever written.

02

Ambiguity into direction

Turns open-ended problems into a path the team can follow.

03

Patterns that scale

Sets the conventions other teams build on.

04

Built with engineering

Ships alongside eng, never thrown over the wall.

05

Grows the team

Develops designers, PMs, and EMs along the way.

06

Outcomes over output

Measured by results, not the volume of work produced.

The Method: In Three Movements
How the work gets made.
Design is the work itself: a repeatable practice, from the first customer conversation to the shipped product.
FIG. 01
Discovery

Discovery That Gets The Team Aligned

I run live sessions with enterprise customers, and the questions and findings go straight to eng and PM. We design from what users actually said.

FIG. 02
System

Feedback Loops That Validate Themselves

We test explorations internally before any external demo, and layouts go through design review before they ship. The loop keeps running when I'm not in the room, so the team learns what's working without waiting on me.

FIG. 03
Ship

Shipping & Migrating Without The Headache

Live customer configurations stay protected, and the new version feels like an upgrade to use. I document the patterns so the next team can reuse what we built.

CASE STUDIES

A — 1
READ CASE →
Rebuilding the platform
AT A GLANCE
RESULT2× USABILITY RATING OVER LEGACY, 7 CUSTOMER RATERS
RESULT0 BREAKING CHANGES REPORTED ACROSS 50 MIGRATED ACCOUNTS
SCOPE4 FLOWS SEQUENCED INTO A 6-PHASE ROADMAP
DISCIPLINES
ROADMAPPING
FACILITATION
COMPARATIVE TESTING
FLOW DESIGN
PLATFORM MIGRATION
A — 2
READ CASE →
Conventions a platform runs on
AT A GLANCE
RESULTLAYOUT, NAVIGATION, AND HANDOFF STANDARDS ADOPTED PRODUCT-WIDE
DECISION3 LAYOUT FAMILIES CONSOLIDATED INTO 1 WORKBENCH
DECISION3 LIFECYCLE GATES: DISCOVER, PLAN, BUILD
DISCIPLINES
DESIGN SYSTEM GOVERNANCE
CONTRIBUTION MODEL
CROSS-TEAM STANDARDS
DESIGN-ENG CONTRACT
PLATFORM CONVENTIONS
LIFECYCLE CHECKPOINTS
A — 3
READ CASE →
Roles and permissions
AT A GLANCE
STATUSPROTOTYPE TESTED; NO LAUNCH DATA YET
SCOPE15 PARTICIPANTS, 10 ORGANIZATIONS, 2024 TO 2026
DECISION3 FOLDER-LEVEL ROLES; EXTERNAL USERS SEE ONLY WHAT IS SHARED
DISCIPLINES
ROLE-BASED ACCESS CONTROL
ENTERPRISE ADMINISTRATION
MIXED-METHODS RESEARCH
SCOPE STRATEGY
PROTOTYPING
USABILITY TESTING
A — 4
READ CASE →
Designing AI experiences
AT A GLANCE
STATUSCONCEPT DESIGN, NOT SHIPPED
SCOPEAGENT PRESENCE MAPPED ACROSS 5+ JOURNEY TOUCHPOINTS
DECISION3 CONFIDENCE TIERS AND 3 DESIGNED FAILURE STATES
DISCIPLINES
AI PRODUCT DESIGN
ML COLLABORATION
TRUST & UNCERTAINTY
AGENTIC UX
A — 5
READ CASE →
Research and the customer pool
AT A GLANCE
RESULT7 OF 8 FOUNDING ACCOUNTS STILL IN THE PROGRAM, ONE YEAR IN
RESULT2 RENEWALS; 0 MEMBERS LOST TO A COMPETITOR
RESULT8 ROADMAP ITEMS VALIDATED OR INFLUENCED; 3 SHIPPED
DISCIPLINES
PROGRAM DESIGN
RESEARCH OPERATIONS
DISCOVERY
DEMAND SYNTHESIS
CUSTOMER ADVOCACY
MULTI-REGION EXPANSION

SIGNAL OF THE WORK

CAPABILITIES &
CREDENTIALS
13+ YEARS
B2B SAAS & CONSUMER PRACTICE
6 INDUSTRIES
MOBILE GROWTH, SPORTS, DISTRIBUTION, BEAUTY, REAL ESTATE, ULTRASONIC
DESIGN SYSTEM GOVERNANCE
AUXIN SYSTEM MAINTAINED ACROSS PARALLEL TEAMS: CONTRIBUTION MODEL, STANDARDS, AND DESIGN-ENG HANDOFF
RESEARCH OPERATIONS
ENTERPRISE RESEARCH PROGRAM RUN END-TO-END ACROSS 5 ACCOUNTS, FROM RECRUITING TO SYNTHESIS INTO ENG AND PM
PRACTICE & ENABLEMENT
COACHED 10+ DESIGNERS, PMS, AND EMS ON PDLC; BUILT A REPEATABLE PRACTICE DESIGNED TO RUN WITHOUT ME
5 ENTERPRISE ACCOUNTS
IN ACTIVE CUSTOMER RESEARCH WITH ME
3 PHASED ROLLOUTS
MIGRATION SHIPPED FIRST; POLISH AND FEATURE GROWTH FOLLOW
0 BREAKING CHANGES
REPORTED SINCE LAUNCH ACROSS 50 MIGRATED ACCOUNTS
AI PRODUCT DESIGN
UNCERTAINTY, EXPLAINABILITY & TRUST AS DESIGN CONSTRAINTS · ENTERPRISE B2B