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
rehab
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
rehab
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
The NHS's digital rehabilitation push emerged as a near-term regulatory tailwind for adoption.
Porter's Five Forces
Buyer power was low in the clinical channel but high in the crowded consumer fitness-wearable market.
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."
Personas
Two distinct buyers emerged — the clinician prescribing recovery and the self-directed home user — with very different trust thresholds.
Journey maps
The biggest drop-off sat at the point where users had to manually log their own sessions.
Design
Process mapping
The clinical referral pathway had far fewer friction points than a direct-to-consumer retail path.
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
Price was positioned around reimbursable rehab budgets rather than consumer wearable price points.
Business Model Canvas
NHS trusts and private physio clinics stood out as the primary channel, not direct-to-consumer retail.
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
Bristle stiffness and reaching awkward hold angles came up as the two most-cited frustrations with existing brushes.
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
Rounds of sketching converged on one handle with swappable heads, rather than three separate brushes to carry.
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)
Confirmed the swappable multi-head system as a must-have feature, not a nice-to-have.
Test
In-situ testing — Bristol & London gyms
Climbers reached for the correct head without being prompted, from the first session onward.
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 the validated prototype and testing data into the final investor-facing document.
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.