Case studies

This one started as a hunch in customer conversations, the kind of pattern you sense before you can prove it. I turned it into a behavioral analytics hypothesis, tested it against real usage data, and found the instinct held up. What made it matter wasn't any single number. It was the method: the strongest retention signals are often quiet behaviors nobody thinks to measure, and you surface them only by pairing what you hear in the room with what the data can confirm. That finding changed how I think about churn, and how I decide which questions are worth chasing.

A legacy platform migration during a global pandemic. The entire customer base, a tight window, and a product team that had to earn trust with every single one of them along the way. The technical work was hard. The sequencing and communication decisions were harder.

Most product teams say they're customer-focused. Fewer have the receipts. Over four years, I helped build a culture of customer engagement that kept the team in consistent, high-cadence contact with the people we served, not as a program, but as a practice. Here's how it happened and why it's harder than it sounds.