I turn user and market signals into clear, actionable decisions.
Project Management postgraduate at the University of Bristol.
Worked with the University of Bristol Centre for Innovation & Entrepreneurship and Open Bionics on product design and market-entry projects.
Expertise
User Research & UX Methods
surveys, Kano method, usability testing, persona development, customer journey mapping
Agile & Project Coordination
Kanban, Gantt charting, timeboxed delivery, remote workflows
Strategic & Business Analysis
PESTEL, Porter's Five Forces, TOWS Matrix
Visual Communication
Canva/PowerPoint
BA International Business — University of Coventry
MyoPods Market Launch Strategy
Mapped the smart rehabilitation opportunity for a wireless EMG sensor
→ Recommended medical diagnosis & rehab as the launch markets, fitness wearables as a secondary play
Stride Brush Innovation Process
Designed a modular three-head brush system (Stride Brush 3.0), validated with 52 climbers, 70% adoption intent
“In 10 years of bouldering, I've never found a bouldering brush that works perfectly with the hold design.”
Work With Me
MyoPods Market Launch Strategy
Mapped the smart rehabilitation opportunity for a wireless EMG sensor
→ Recommended medical diagnosis & rehab as the launch markets, fitness wearables as a secondary play
Discover
Literature review
Existing EMG wearables turned out to be built for clinical gait and posture correction, not everyday fitness use — pointing toward rehab as the stronger entry point.
Expert & user interviews
Physiotherapists and rehab patients cared more about the timing of sensor feedback than about the device's size or appearance.
SWOT
OpenBionics' existing clinical credibility stood out as the strongest asset to build the launch strategy around.
PESTEL
Aging populations and tightening device regulation (FDA, CE, MHRA) emerged as the two forces most likely to set the pace of adoption.
Porter's Five Forces
Competitive rivalry was high among established EMG brands, but low supplier switching costs meant OpenBionics could scale manufacturing without deep vendor lock-in.
Define
Affinity mapping
Interview notes clustered around one dominant theme: trust in the sensor's accuracy, shared by clinical and consumer users alike.
HMW problem framing
Reframed the brief from "how do we sell a sensor" to "how do we prove recovery is actually happening."
Persona — Sarah
A 32-year-old ALS patient who needed biofeedback for a comprehensive understanding of her own condition, not just clinical monitoring from a doctor.
Persona — Dr. Chen
A rehabilitation physician who needed remote visibility into patients' at-home exercise compliance between appointments.
Journey map — Sarah
Her anxiety peaked at Awareness and only eased once a clinician recommended the device at the Decision stage.
Journey map — Dr. Chen
Her skepticism held through Consideration and only resolved once clinical validation data arrived at Decision.
Design
Process mapping — patient flow
The patient-facing flow mapped a 5-minute response window between a fall alert and an automatic emergency call.
Process mapping — clinician flow
The clinician flow showed physicians needed compliance, trend and muscle-compensation views before adjusting a treatment plan.
Segment-specific solutions
Concepts split into a clinician-facing dashboard and a simplified home-use mode, rather than one interface for both.
Iterative user testing
The simplified home-use mode measurably reduced setup errors compared with the full clinical interface.
Deliver
4Ps strategy
The 4Ps framework proposed a subscription layer on top of hardware sales, letting hospitals rent or buy access to features as needed.
Business Model Canvas
The canvas split go-to-market into two segments — hospitals and clinics for medical diagnosis, gyms and personal trainers for fitness wearables — each with its own channel mix.
Final strategy document
Recommended medical diagnosis & rehab as the launch market, with fitness wearables as a secondary play.
Recommended medical diagnosis & rehab as the launch markets, fitness wearables as a secondary play.
Client-led brief for OpenBionics, delivered with the University of Bristol Centre for Innovation & Entrepreneurship.
Stride Brush Innovation Process
Designed a modular three-head brush system (Stride Brush 3.0), validated with 52 climbers, 70% adoption intent
“In 10 years of bouldering, I've never found a bouldering brush that works perfectly with the hold design.”
Research
Footwear-comfort pivot
Early interviews about footwear comfort kept circling back to the same unprompted complaint — no brush properly cleans every hold texture — and that became the real opportunity.
90+ respondent survey
Pockets, scoops and jugs topped the list of hold types climbers struggled to brush cleanly (n=85), far ahead of slopers, pinches or volumes.
User interviews
Climbers described, almost word for word, searching for years for a brush that matched the way their holds were shaped.
Prototype
Sketching & iteration
Two prototyping rounds took the brush from a 2D sketch through Stride Brush 1.0 to a working Stride Brush 2.0 fitted with a finger brush.
Modular head design
One handle switches between a flat detail head, a stiffer edge head, and a softer pocket head for delicate holds.
Kano validation (n=26)
The multi-form brushing head and ergonomic handle scored as must-haves, while custom finishes landed firmly in "indifferent."
Test
In-situ testing — Bristol & London gyms
Live testing across the four toughest hold types — pockets, scoops, jugs and large holds — confirmed climbers could switch heads mid-route without prompting.
Adoption survey — 52 climbers
70% reported adoption intent, saying they'd replace their current brush with Stride Brush 3.0.
Deliver
Venture plan design & layout
Packaged sketches, testing data and the venture plan into one design document under the Stride brand identity.
Team · Go-to-market strategy
Mapped launch through climbing gyms and specialty retailers, ahead of direct-to-consumer sales.
Team · Financial plan
Modelled unit economics against the 70% adoption-intent figure from testing.
Designed a modular three-head brush system, validated with 52 climbers at 70% adoption intent.
MGRCM0045 Team Dissertation Project — venture plan design & layout.