First move

UX audit to identify friction points and bugs. Key finding: Städler Made (brand/store) and Maker Club (community) were mixed into a single experience, confusing users. Delivered a restructuring document to clearly separate both platforms within the same website.

This was a quick-win intervention — minimal time investment, maximum strategic value. While this restructuring was being implemented, we continued with a deeper, parallel analysis.

Roadmap & Strategic Pivot

Created a clear, time-bound roadmap to align the team around shared objectives. The initial plan kicked off with Calculator 2.0 — the community’s core feature — followed by the UX audit detour and subsequent functionalities.

The roadmap remained a living document, continuously updated as we gathered more insights. Over time, our focus shifted from building features based on intuition to following the data. UX analysis and user behavior became our compass, deprioritizing assumptions and letting metrics guide our next moves.

Team Coordination & Workflow

Set up the entire development pipeline in Monday, managing a team of three: Evan (Full Stack Lead), Pablo (Senior Full Stack), and Lucas (Junior Full Stack). Wrote all tasks with detailed acceptance criteria, reducing ambiguity and minimizing the team’s reliance on constant clarification. Deliberately assigned project ownership based on each developer’s strengths, balancing complexity and seniority. Kept the team aligned with brief daily stand-ups — quick check-ins that ensured progress without interrupting deep work.

Data & Measurement Plan

Developed a comprehensive measurement plan in collaboration with Freek, a data expert brought in to kickstart the process. Together we built the initial framework, which I then took over — expanding, refining, and evolving it independently. This plan completely transformed how we understood Maker Club. It shifted our mindset from assumptions to evidence, enabling us to work with real user behavior and gain deep, actionable insights into our community.

Event Tracking & Analytics Implementation

Once the measurement plan was defined, I coordinated with the development team to implement the event tracking — ensuring each event was properly added across the platform. I then configured Google Tag Manager and Google Analytics from scratch, setting up the infrastructure to capture user behavior accurately. This enabled us to start collecting weekly data, turning our measurement plan into a living, breathing source of insights.

Strategic Framework: Opportunity Solution Tree

Implemented the Opportunity Solution Tree framework, inspired by Teresa Torres’ book Continuous Discovery Habits. This structure bridges assumptions, intuition, and data into a single decision-making system. By mapping desired outcomes → customer opportunities → candidate solutions → assumption tests, we established a continuous learning loop where KPIs guide every decision. The framework resolved the tension between business needs and customer needs, unlocking faster learning cycles and simpler management.

Design Leadership, Prototyping & Organization

Restructured all design files to ensure order, consistency, and ease of use across the entire team. Led the creation of new product designs, including interactive prototypes with multiple variants to test different approaches and gather early feedback before development. Took ownership of the visual and UX direction, streamlining the design-development handoff and enabling faster iterations with fewer misunderstandings.

AI-Powered Development & Acceleration

Worked alongside developers to integrate AI into our workflow, significantly increasing delivery speed. Leveraged tools like Claude, Figma Make, GitHub and explored emerging technologies like lovable and Teleport HQ. This AI-assisted approach accelerated prototyping, code generation, and design-to-development handoffs — enabling faster iterations without compromising quality