The roadmap is full, but the next decision isn’t clear.
We work through the options together, make the trade-offs explicit and choose the next useful move.
Strategy
Product
Systems
Product
Systems
Product strategy & design
Your product and design partner.
Senior strategy and hands-on design, through an ongoing monthly partnership.
Book a 30-minute introWhere I’m most useful
Bring the problem you can’t quite name yet.
A senior partner is worth most before the work is well defined. These are typical starting points.
A core workflow people keep working around.
I map it, prototype a better version and design the screens with your feedback.
The product has outgrown its patterns.
I untangle the inconsistencies and turn them into a system your team can keep building on.
Prototypes look right, then engineering rebuilds them.
I connect design decisions to real components, so what gets designed is closer to what ships. More on agent-ready design systems.
How the partnership works
Unlimited queued requests.
One active priority at a time.
You fill the queue
Add requests, questions and half-formed ideas. There’s no cap on the queue, and nothing needs to be perfectly written first.
We choose the priority
Together we pick the one thing that matters most right now, agree its scope and set the next review point.
I do the work, with you
Strategy, flows, prototypes, interface and system design. On Design + Build, the agreed frontend too.
Guidance and hands-on work from the same person.
I’m Joel, your fractional principal product and design partner. While you review, I move to the next ready request, and your feedback goes back into the queue. Pace depends on complexity, inputs and feedback, so I don’t promise fixed turnaround times or hours. The model protects focus: your most important problem doesn’t compete with the rest of your queue.
Two areas I go deep
Specialist focus, same partner.
Start with the general partnership, or one of these specific problems.
Explore design + build
For water-software teams
Water software design
Monitoring, alarms and operator workflows carry a lot of context. I help founders and product leaders serving utilities and operators make them easier to use.
For teams building with AI tools
Agent-ready design systems
When Figma, production code and AI tools describe different products, everyone rebuilds. I align them so prototypes and coding agents reuse real product parts.
Selected work
Work from complex products.
The Inn-Flow story is the clearest picture of how I like to work: start small, earn trust, then help shape the whole product.
All work
Inn-Flow · Hotel management platform
A few pages became a several-year partnership.
Inn-Flow first asked me to update a few pages of an aging platform. Then they asked for my perspective on a ground-up overhaul. I presented concepts, and went on to create, launch and maintain the redesigned platform, built on a design system I created that has scaled with the product.
- Started as
- An update to a few pages
- Became
- A ground-up redesign, launched and maintained over several years
- Scope
- 15+ modules on one design system
Waterminds · IoT monitoring
Monitoring, analysis and alarms in one map-centric interface.
A new product on an aggressive timeline. Stakeholder interviews, competitive analysis and user research within a few weeks, then concepts, wireframes, iteration and a design system.
Read the Waterminds case study
Inn-Flow · Native iOS
The platform’s key features, designed for iOS.
I aligned product and leadership on a roadmap of core features, then extended the web design system into a native mobile system. The designs were delivered and built.
Read the iOS case studyPreviously
SubecaInn-FlowXylemInframark
Pricing
Subscriptions or a focused project.
Design at $5,000/month. Design + Build at $9,000/month. Fixed-scope projects start at $20,000, with a final quote based on scope.
Design
$5,000/ month
For teams that need help deciding what to do, and someone senior to design how it should work.
Design + Build
$9,000/ month
Everything in Design, plus agreed frontend implementation in your codebase, with testing and release support through your team’s process.
Before you book
Common questions.
What does one active priority mean?
We choose one scoped workstream to focus on. While you review it, I move to the next ready request. Your feedback goes back into the queue.
Are you a strategist or a designer?
Both. I help you decide what is worth doing, then do the hands-on design work with you. The same person carries the reasoning into the execution.
Do you work with our team or instead of it?
With your team. We agree how to collaborate, what I own for each priority and where your product and engineering teams stay involved.
What happens on the intro call?
We spend 30 minutes discussing your product, the decision ahead and whether the partnership fits. We discuss scope, timing and availability before work starts. There’s no obligation to proceed.
Start with a conversation
Bring the problem. We’ll find the first move.
30 minutes, no pitch deck. We’ll talk through what’s worth solving and whether working together makes sense.
Book a 30-minute intro
No obligation to proceed.