Case Studies
Deep-dive explorations of constraints, trade-offs, and decision rationale.
- The Pivot That Kept Too Much
We pivoted our FPL app under legal pressure. The pivot kept the codebase, the information architecture, and the existing users. It didn't keep the new user the pivot was supposed to serve.
Context: Built a Fantasy Premier League app for mini-league admins to automate cash prize pots and keep players engaged through the season. A legal block on cash handling forced a pivot to a free insights tool for any FPL player.
Outcome: Healthy click-through on launch, near-zero conversion. Diagnosed as a semi-pivot: the new product was the chassis of the old one with new content bolted on, and the new user couldn't find or act on what we'd built. Using the off-season to do user discovery cleanly and re-pivot from a fresh problem statement.