I'm Weston, a strategic B2B Product Design Leader.
I help early & growth-stage B2B SaaS startups design great products to scale. With 12 years experience, I thrive at leading complex 0 to 1 initiatives & large redesigns. I’m the designer who can take any gnarly problem and I’ll find the best path forward for the business & users. My superpowers are an infectious curiosity, systems thinking, business strategy & data-driven design.
Some of my work.
Mobile Proposals - Leading design for SingleOps first mobile app, starting with treecare estimators in the field, leading to 4x efficiency gain.
Task Manager - Designing the first "revolutionary" operations management tool for farmers from the ground up, reducing churn from 18% to 12.5%.
Landscape Expansion - Expanding the product to support the 98BB Landscape industry, leveraging AI every step of the way.
Farm Analytics Dashboard - Leading a 0 to 1 initative to elevate business analytics to farmers, increasing NPS by 12 and WAU by 12%.
Let's Get Real Bro - Founding a company and card game to support connection & men's mental health, selling over 5,000 games.
What informs my work.
Lead with curiosity.
I lead with curiosity in everything that I do. I believe it's the primary ingredient in creating great experiences, solving pain, and impacting business outcomes.
Don't wait for direction on driving impact. Find it and create it.
I'm relentless in looking for ways to drive value and impact and believe product design is uniquely positioned to do so.
Deep and broad thinker.
A few modes of thinking I use - systems thinking, first principles, 5 whys, mental models, probabilistic thinking and JTBD.
Always calculating ROI.
Being a Poker Pro taught me to calculate the ROI of every decision. With design, it's no different, only the inputs to the equation have changed.
How I got to here.
From as early as I can remember - curiosity, strategy, and entrepreneurship have been at my core. I was the kid burning CD's and slinging em for $5 a pop, or strategizing how to best level up my Pokemon. In high school I found poker and a new love was born. Poker gave me a framework to think about risk, value & placing bets in a deeply analytical and intuitive way. In return for my efforts, I paid my way through college & traveled the world.
In 2011 I returned to Seattle from traveling and was drawn to the world of startups. I stumbled upon product design and it clicked. Similar to poker - it fused pyschology, systems thinking and strategy. Ever since, I've worked at startups of all types as well as founded my own. I now find myself designing vast and complex B2B SaaS products out of a desire to solve harder problems and drive more impact. I'm happiest working alongside kind & passionate people, solving wide and deep user painpoints, and getting to flex both product design & business strategy.