Expand: Growing With Purpose
Grow your product thoughtfully with features your users will actually value and adopt. Evidence-based expansion that boosts engagement and retention.
Feature bloat kills good products.
I've seen it happen too many times – teams add features because they sound good in a meeting or because a competitor has them. The result? Bloated products that confuse users and dilute the core experience. That's a recipe for frustrated users and wasted development resources.
Many product teams have experienced the challenge of investing significant time into features that see limited adoption. When expansion is driven by internal assumptions or competitive pressure rather than user evidence, resources often go toward capabilities that don't meaningfully enhance the user experience. A thoughtful approach to product growth helps focus your development efforts on additions that users are likely to embrace and that support your business objectives.
I like to focus on identifying opportunities that truly matter to users and align with business goals. Not just adding stuff because we can, but building just the features that enhance your core value prop.
The best product expansions feel inevitable, as if they were always meant to be there. Using systems thinking and evidence-based approaches, we'll ensure new features feel natural rather than awkward extensions.
How we'll work together
01. Discover
Find the Opportunities That Matter: We'll explore how potential features connect to real user needs and business goals. By examining behavior patterns and feedback, we can spot opportunities that offer the most value with reasonable development effort.
02. Validate
Build with Confidence: Before investing fully in development, we'll validate the feature with actual users. Through targeted interviews, surveys, or prototype tests, we'll gather real feedback—not just opinions. This helps reduce the risk of building things people don't need and increases your certainty that what you're building will resonate with your audience.
03. Map
Now we get specific about how the feature works within your broader system. We'll create detailed user flows and functional specifications that show exactly how it behaves in different scenarios and integrates with existing capabilities.
04. Design
This is where your feature comes to life visually. Using your existing design system (or helping create one), we'll design interfaces that feel like a natural part of your product, not a bolt-on afterthought.
05. Build
Finally, we'll create a clear roadmap for implementation. If needed, I can provide development using React, Next.js and modern front-end tools, working with your engineering team to ensure the vision becomes reality.
When you're ready to grow
Once your product has found its footing, growth is natural. But there's a right way and a wrong way to expand. Misguided feature additions can lead to complexity, confusion, and eventually, user abandonment.
- You have an established product with loyal users
- You want to increase engagement or revenue per user
- You're seeing opportunities to expand your market
- Users are requesting specific new capabilities
- You need to respond to competitive pressure
Growth frameworks I use
Expansion isn't just adding stuff—it's strategic growth. Here are proven frameworks I use to guide feature decisions:
Ansoff Matrix
This helps decide whether to focus on market penetration (existing products to existing customers), product development (new products to existing customers), market development (existing products to new customers), or diversification.
Product-Led Growth
Using the product itself as the main growth driver, we identify opportunities for viral loops, self-service features, and network effects that encourage organic expansion.
Jobs to be Done
Understanding the core 'jobs' users hire your product for helps identify adjacent needs and opportunities. We expand in ways that help people complete their jobs more effectively.
North Star Framework
This ensures new features align with your product's core value metric. We define clear success metrics that tie back to your North Star, so expansion drives meaningful growth.
Why my approach brings unique value
As both a designer and developer, I offer a rare combination that makes feature expansion projects run smoothly:
Design + Code
I bridge the gap between design and development. You get designs that are technically feasible and code that faithfully implements the intended experience—no fidelity loss in translation.
Systems Thinking
I approach features as parts of a larger system. This ensures your product remains cohesive and intuitive even as it grows in complexity and capability rather than becoming a disconnected collection of functions.
Evidence-Based
My process centers on validation and testing rather than assumptions. We'll build features people actually want and need, not just what seems good in a planning meeting.
Modern Stack
My expertise in Next.js, React, TypeScript, and design systems means I can implement features using the same technologies powering today's best digital products.
Is Expand right for you?
Trying to launch something new or already have too many features to manage? We can take a different approach to bring more design into your product.
Ready to build features your users will love and actually use?
Let's discuss how to grow your product with features users will actually love and use.