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I went into people's homes to find out what a bank actually was to them.

I ran in-home ethnography and a two-week Voice Diary to find where the bank's assumptions didn't match how people actually lived, then built a three-phase roadmap from it.

Problem The bank was winning awards and still needed a step-change before competitors found one.
Solution In-home visits, Voice Diaries, and Product Opportunity Gaps became a three-phase roadmap.
Result Validated each phase in a Prototype Engine before a dollar of engineering investment committed.

“I watched people manage their financial lives at their kitchen tables, then built the model that decided what the bank should become next.”