Business analysis · Product thinking · Delivery
Turning complex problems into practical digital products.
About
From an unclear need to a defined, tested and deliverable solution.
I am a business analyst with hands on experience across product definition, customer journeys, requirements, process improvement, data, testing and delivery.
My own projects below show how I approach different types of problems: replacing a restrictive website platform, defining a personalised digital product and creating a focused tool to solve an immediate need.
Selected projects
Three different problems. Three practical solutions.
01Music Thought HouseTurning a Wix content site into a faster and more controllable customer solution
A customer focused redesign and migration project covering discovery, information architecture, content performance, SEO, analytics and the practical limitations of an established Wix platform.
Project background
Music Thought House began as a Wix based content and affiliate website. The platform supported the original launch but increasingly limited how the customer experience could be structured, measured and improved.
The project became a broader review of whether the existing platform still supported the customer journey and the commercial purpose of the site. The main drivers were cost, performance, control and long term maintainability.
- Reduce dependence on ongoing platform costs
- Improve page speed, SEO and mobile usability
- Gain control over redirects, metadata and deployment
- Create clearer pathways from articles to relevant products
- Introduce reliable first-party visit and click reporting
- Lessen the roadblocks and frustration with writing posts
My approach
I treated the work as a product and business analysis project rather than copying the existing pages into a new technology.
I reviewed the content library, search visibility, user pathways, affiliate model and platform constraints. This allowed valuable content and established URLs to be preserved while unnecessary Wix specific structure was removed.
The solution was then defined around the customer journey from Google search through article reading and product consideration.
- Reviewed the existing site, content and user pathways
- Defined customer, commercial and technical requirements
- Prioritised essential migration and launch capabilities
- Restructured navigation, articles and posting functionality
- Planned redirects, indexing, analytics and post launch checks
Delivery evidence
The redesign was delivered as a custom web application using Next.js, JavaScript, HTML, CSS, database-backed administration and Railway hosting.
AI-assisted development supported implementation while I retained ownership of the requirements, solution design, validation, prioritisation and deployment decisions.
Validation covered both the customer facing experience and the operational requirements needed to protect search traffic and measure performance.
- Redirect testing for previous Wix URLs
- Search Console and sitemap configuration
- Mobile and desktop validation
- Product image standardisation and creation
- Affiliate link checking
- Security checks for exposed files and routes
- Production monitoring and indexing reviews
Outcome
The project transformed Music Thought House from a platform dependent content site into a more focused and controllable digital product.
The main outcome was not simply a visual redesign. It established a clearer connection between customer needs, content strategy, technical capability and business outcomes.
- Greater control over performance, SEO and deployment
- A clearer journey from search discovery to useful content
- Improved visibility of article and affiliate performance
- Better preservation of established URLs and search traffic
- A simpler foundation for future improvements
- Reduced dependence on Wix specific limitations
02MyNextReelDesigning an independent movie matching product from concept to working engine
An E2E product project combining customer problem definition, requirements, journey design, data analysis, prototyping and a working personalised recommendation process.
Project background
MyNextReel began as a response to a common customer problem: people subscribe to several streaming services but still spend too long deciding what to watch.
The aim is to create an independent recommendation service that prioritises personal relevance rather than popularity, critic scores or paid promotion.
The product has progressed from an early proof of concept into a structured digital project with defined requirements, user journeys, business rules, integrations and a developed brand direction.
Product and BA work
I have managed the project from initial idea through product definition, requirements analysis, prototyping and delivery.
The work included defining the customer problem and target audience, establishing the MVP scope, creating a roadmap and documenting epics, user stories and acceptance criteria.
I mapped the onboarding and recommendation journeys, produced annotated desktop and mobile wireframes and defined the data, integration and validation requirements needed to support the experience.
- Customer problem and value proposition definition
- MVP scope and phased product roadmap
- Epics, user stories and acceptance criteria
- Onboarding and recommendation journeys
- Desktop and mobile wireframes
- External data and integration requirements
- Business rules and validation scenarios
Delivery management
The project backlog was structured to separate proof-of-concept work, advanced matching, production readiness and future learning capabilities.
Requirements were converted into independently testable stories with acceptance criteria. The board and release structure provided traceability from product decisions through implementation and validation.
- Roadmap broken into epics and deliverable stories
- Clear acceptance criteria for each change
- Release and fix version planning
- Verification before completed work was committed
- Documented production and future learning workstreams
Matching engine
The matching engine is the central capability behind MyNextReel. It combines information supplied by a user with movie metadata to rank suitable viewing options.
My role was to define the business rules governing how recommendations should behave. This included separating personal relevance from streaming availability and preventing commercial influence from changing eligibility, scores or result positions.
The engine developed iteratively from a simple proof of concept into a structured process covering candidate selection, filtering, ranking, confidence, evidence and diagnostic validation.
- Personal relevance kept separate from availability
- Genre, keyword, language and preference evidence
- Rules for positive, negative and conflicting preferences
- Confidence and missing evidence handling
- Automated validation across scenarios
- Diagnostic outputs to support future refinement
UI and UX direction
I developed the visual and interaction direction for MyNextReel through desktop and mobile wireframes and interface concepts.
I used video store inspired colours, condensed typography, shelf layouts, ticket shapes, textures and handwritten notes to move the product towards the vision of a familiar independent video shop.
These elements were balanced with clear forms, simple navigation and readable content so the experience remains practical rather than decorative.
- Annotated desktop and mobile wireframes
- Video store inspired brand and interface direction
- Clear onboarding forms and interaction sequences
- Shelf-based recommendation layouts
- Consistent typography, colours and visual components
- A balance between nostalgic character and practical usability
Outcome and roadmap
The project has produced a working proof of concept, a validated recommendation process, a structured product backlog and a developed visual and experience direction.
The current stage is focused on completing the production onboarding journey, refining the core interfaces and preparing the platform for real-user testing.
Future phases will learn from user interactions, improve recommendation quality over time and introduce retention features without compromising the product’s independent positioning.
03InterviewerA focused browser tool created to make interview notes easier to use
A lightweight personal solution developed from an immediate need, with a clear path from MVP utility to a more adaptable interview-support product.
Project background
I had accumulated a large collection of interview questions, prepared answers and examples from previous roles. The information was useful but the document format was difficult to navigate during a live video interview.
I needed a solution that could remain open on one half of a laptop screen while Microsoft Teams occupied the other half. It had to make a large amount of information easy to scan and preserve the original wording of my notes.
Rather than introducing an unnecessary platform or database, I defined a tightly focused browser solution that could be created and used immediately.
- Fit comfortably within half a laptop screen
- Keep the original wording unchanged
- Make every topic quickly accessible
- Require no account, installation or setup
- Remain simple enough to create and improve quickly
MVP solution
The first version was built as a self-contained HTML application that could be opened directly in a browser.
A compact topic cluster acted as the main navigation. Selecting a topic moved directly to the relevant notes while return controls allowed the user to move back quickly.
Search provided another route to information when an unexpected question was asked.
- Clickable topic navigation
- Smooth movement between questions and notes
- Search across headings, tags and content
- Back-to-top controls throughout the page
- Sticky navigation
- Responsive half-screen browser layout
- No external hosting dependency
Iteration
Using the first version showed that fitting all topics on screen was more important than retaining every full heading in the navigation.
Long titles were replaced with short keyword labels while the complete question remained visible in the main content. Typography, spacing, repeated headings and note-card structures were also refined.
The changes followed a simple iterative approach: release a usable solution quickly, observe where friction remained and improve the experience without expanding the product unnecessarily.
- Shorter navigation labels for faster scanning
- Cleaner typography and spacing
- Removal of duplicated titles
- Consistent note and bullet formatting
- Stronger information hierarchy
- Clearer presentation of structured examples
- Visible feedback for filtered search results
Outcome
The result was a practical interview-support tool designed around a specific real-world environment rather than a generic note-taking experience.
It converted a long and difficult-to-navigate document into a focused interface where questions and examples could be located quickly while preserving the user’s own language.
A future version could allow users to choose how they want to respond at the start of an interview, organise material for different roles and adapt the interface without rewriting their original notes.
- Translated an immediate problem into clear requirements
- Protected the most important user constraints
- Selected a proportionate technical solution
- Delivered a usable MVP quickly
- Improved the interface through direct use
- Balanced information density with readability