Building a better way for business owners to sell with Confetti.

🔒 This work is not public yet, so limited details can be shared.

Leading product strategy and experience design for a marketplace connecting business owners with buyers, brokers, and service providers. Balancing strategic priorities with the practical needs of building, testing, and communicating a vision quickly.

I defined the product strategy — clarifying our target customers, positioning, value proposition, and hypotheses about market fit — and translated this into concrete workflows for sellers, buyers, and brokers. To support these flows, I drew on dozens of interviews with users, on extensive market research and benchmarking, studying how “matchmaker” models work and adapting them to the context of buying and selling firms.

To keep the team aligned and moving quickly, I produced a steady cadence of personas, research briefs, interview scripts, UX flows, and high-fidelity wireframes. These artifacts doubled as tools for user validation and as a common language for product, design, and leadership discussions.

Obligatory: a key part of my process was leveraging AI to accelerate iteration and automate repetitive work—primarily analysis and production. This allowed me to cycle through ideas faster, validate concepts earlier, and dedicate more time to the higher-value decisions around customer experience.