AI & Products · Experience & Process Design
Tidal: Making the strategy usable
I led the build of Tidal, a launched platform my teams use to run sales, partner operations and recovery data in one place.
01The situation
The new positioning lived in decks. The team needed it in the moment they were preparing for a client.
02The human insight
Observation
People reach for whatever is fastest under deadline. If the strategy isn't the fastest path, it won't be used.
03The strategic choice
- The decision
- Build a focused internal tool around the team's actual prep workflow.
- Not taken
- More training and a longer playbook.
- The trade-off
- A connected internal platform, shaped around how my teams work.
04What I made
- Start with the client
Draft: what the user brings in.
- Apply the framework
Draft: how the strategy shapes the output.
- Keep a person in control
Draft: where judgment stays with the user.
05What changed
- Tidal is launched and in use by my teams for sales, partner operations and recovery data.
06Reflection
Draft: the hardest design decision was what the tool should not do.