Case 01 · 2025 · Toronto Metropolitan University
ioMoVo
A platform that could search petabytes with plain English, and nobody could find the switch that turned it on.
- Research
- Design
- SaaS / DAM
Work · Seven case studies
Seven problems, and what the research changed.
Every one reads in three to four minutes and follows the same six beats. If you only want the outcome, each page has a jump link straight to it.
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Case 02 · In progress, 2026 · Speculative
Tesla FSD
In heavy rain the car drives fine and the screen panics. Grading certainty instead of hiding it.
- Design
- Product
- Automotive HMI
Case 03 · 2025 · 14 weeks
Mylo AI
Parents at 3am do not need more information. They need the answer without the forum thread.
- Research
- Design
- AI / Mobile
Case 04 · 2024 · 7 weeks
NXNE Festival
Hundreds of artists across twenty-plus venues, and no app. Nobody wanted the full schedule.
- Research
- Design
- Mobile
Case 05 · December 2023
Roots Canada
Sales down 17% in three months. Traffic flat. The new checkout had tested well. Nothing looked wrong.
- Research
- Product
- Retail / CRO
Case 06 · November 2023 · 8 participants
McDonald’s
Brand recognition gets the app downloaded. Then the menu calls a meal by the sandwich’s name.
- Research
- Usability testing
Case 07 · 2024 · Full site redesign
Toronto Cupcakes
A bakery people love, and a checkout long enough to lose them halfway through.
- Research
- Design
- E-commerce
No case study carries that tag on its own.
How I work
Every case study is the same six beats.
The Spark is what was broken. The Dig is what I did to understand it. The Shift is what the research changed about the problem — the beat that matters most. The Build is what came out of it, The Proof is the honest outcome, and The Lesson is what I’d do differently.
If a project has no metric, its Proof says so. More on the method.