Parachute was a discovery initiative, set up to research and experiment into solving for new generations of small businesses - specifically the needs of Gen-Z.

Benefits was a spin-off experimentation project that came out of the research on the fears that new generations feel in starting their own business. Specifically, finding (and being able to afford) health benefits.

Key role and responsibility

As part of a two-person team, we experimented into Gen-Z and their needs and beliefs and fears in starting a business. In order to move quickly, we recruited Gen-Z students from Wisconsin and Harvard universities, coaching them in experimentation methodologies, to discover the needs and fears from their own generation.

Researched the needs of small business owners with regards to health benefits, ultimately landing a partnership with a health provider that has now been monetized this financial year.

Working as the sole designer in a small ‘start-in’, helping small businesses file 1099 forms via a newly designed RESTful API.

Key role and responsibility

Gathering customer empathy with a group of ‘concierge’ customers to ensure delivery of a best-in-class API experience, designing ‘delightful’ documentation for API ingestion and paving the way for a new, thriving business within Intuit.

Worked as part of a two-person stealth discovery ‘start in’, rapidly experimenting into a zero-to-one network effect marketplace to help small businesses hire and self-employed find work.

Coached by the founder of Intuit and the GM of Intuit’s Small Business Group to prove out new business, connecting small businesses and self-employed customers, resulting in strong behavioral evidence of demand.

Key projects and responsibilities

Rapid behavioral experimentation and ideal state creation to quickly realize an unsolved customer problem and durable business advantage that Intuit has to bring about an ownable solution in connecting two sides of the marketplace.