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I help innovative companies gain market traction.  Contact me if you need help with any of the following:

  • Customer discovery and development

  • Customer- and user-oriented product development

  • Scaling your business.

My particular expertise is in high-risk industries, emerging markets, and sustainable innovation (e.g. sustainable materials, green chemistry, sustainable packaging, green product design, sustainability software).  

my process


My results-oriented process focuses on strategically aligning your company with your customers, users, and market.   Such alignment is key to your business success.  

Customer Alignment Leads to Higher Profits

insights are key



I help you gather and assess insights from your customers, users, market, and target industries.  My goal is to help you align with the best opportunities for you.   



Ford Recall Customer Insights


Ford recalled 13,500 of its SUV’s because it did not anticipate its customers would accidentally shut off the car while it was in motion when reaching for the sport mode button.

(CNN Money; January 6, 2015)

Expedia User Testing


Expedia lost $12 million in annual sales due to a confusing input field on their website. Customers confused by the field could not process their credit card through the system and left the site.

(; November 1, 2010)

Instagram Success Story


Instagram transformed itself from a flailing start-up to a billion dollar company when it realized that its customers valued the app’s photo-sharing features, and not its multitude of other features.

(The Atlantic; July 2, 2014)

what people are saying

"Joanna was able to very accurately articulate my vision and transform it into a visual roadmap that helped us make significant milestones on our project.  I believe her design thinking and analytical skills are a tremendous asset to any business."

—    Travis Rosbach, Principal at The Tumalo Group


"Joanna's been a big help in our customer discovery process. Her recommendations have been on point and have been actionable which has saved us a bunch of time. We've been lucky to find her."

—    Rick Lee, Co-Founder of Wildish Outdoorsy Gear