Research
Find the real job and the constraint.
Overview · Nayya / Product incubation
From a blank page
to a clear call.
I helped the company start products at 0→1 — research, workshop, ideation, design, and test. These two case studies are the ones I am showing: Retire, which did not launch, and Claims Advocate, which did.
Mode0 → 1Incubate new products inside an existing benefits platform.
MotionResearch → decisionWorkshops, ideation, design, test — and a clear call to launch or stop.
ChaptersTwo productsRetire (did not launch) and Claims Advocate (did).
RoleProduct Design LeadFraming, facilitation, design, and cross-functional alignment.
Design memo
Incubation as a repeatable path, not a one-off deck.
- Situation
- Nayya needed new product lines beyond the core Choose experience — real problems in retirement and claims, not feature extras.
- Mandate
- Take concepts from a blank page to something the company could launch — or consciously choose not to — without treating incubation as theater.
- My contribution
- I helped start products at 0→1: research, workshops, ideation, product design, testing, and support through launch when the evidence earned it.
- Decision
- Incubate in the open — shared problem framing, visible prototypes, and a path to market — instead of isolated concept work.
- Selection
- These two show the range. Claims Advocate reached people. Retire went through research and incubation and still did not launch.
- Why Retire stopped
- Sales and GTM signal were weak, and the idea itself did not clear product judgment. The incubation was still worth it.
How the work moved
Research. Workshop. Ideate. Design. Test. Decide.
Each product started as an open problem. I helped frame the evidence, run the room, turn options into a point of view, design the first experience, and test whether it held. Launch was earned — not automatic.
Workshop
Get the company looking at the same problem.
Ideate
Make alternatives specific enough to judge.
Design
Commit to an experience the team can build.
Test
Check whether people can use it — and would.
Decide
Launch when the evidence holds — or stop with a clear why.
RoleProduct Design Lead
MotionResearch → decision
Stage0→1 · launch or stop
FocusRetire · Claims
Chapter 01
Retire
Why it did not launch — and why it was still worth it. Weak sales and GTM signal, plus a product judgment call on the idea itself.
Coming soonChapter 02
Claims Advocate
How a claims problem became an advocate model, then something the company could put in front of people.
Coming soon