Add clarity to the innovation process.
Pricing Strategy
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Usability Testing
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Competitive Analysis
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Concept Testing
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Market Segmentation
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Competitive Benchmarking
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Pricing Strategy ✰ Usability Testing 〰️ Competitive Analysis ✮ Concept Testing 〰️ Market Segmentation ✦ Competitive Benchmarking 〰️
Your partner in market intelligence, user research, & concept testing.
Lead with clarity by deeply understanding your buyers and users and pressure-testing solutions.
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Understand your target customer, identify their unmet needs, and define your product's value proposition.
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See users get stuck and create a roadmap to fix leeky funnels.
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Understand your buyer’s willingness to pay then design and test a product that maximizes revenue.
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Design a differentiated entry strategy through competitive intelligence and customer insights.
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Save time and resources by separating need-to-haves from nice-to-haves.
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Get to “aha” faster through better onboarding, labeling, and guidance.
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Compel users to convert through better feature-gating strategy and compelling upgrade flows.
“Working with Natalie is like gaining a trusted strategic advisor.
In my 30+ years in the technology industry, few professionals have impressed me as deeply as Natalie. Her strategic acumen is exceptional. She has an innate ability to listen intently, quickly distill complex or incomplete information, and translate it into clear, actionable insights.”
—Heidi Dean, Principle Product Led Growth Manager, Adobe Creative Cloud
Selected Projects
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The Telegraph: Journey to One Million Subscribers
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The Good: Codifying the Agency's Strategic Approach
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Adobe Acrobat: Competitor Acquisition Strategy Audit
“Natalie is unflappable.
Her clarity and work-first approach removed stress and drama out of projects that I've rarely if ever seen in a leader. Her ability to stay grounded and bring her team (and clients) back to focus is unparalleled.”
—Alexandra Carson, Senior Content Designer, GoodRx, ex-Nordstrom, ex-Meta
Recent Articles
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What Mentorship Looks Like In Today's Flat, Lean, And Growing Orgs
Mentorship isn't disappearing. It just takes a little creativity to find.
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Data Collector → Data Connector: How Four UXRs are Embracing Research Democratization
Transform your team from siloed specialists into customer-centric learning cultures with advice from the researchers embracing democratization.
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B2B Research Doesn’t Have To Be So Hard
Four experts with a combined 80+ years of experience in product share how they circumvent the challenges of B2B research through relationships.
“Natalie brings deep curiosity and rigor to every project, elevating the quality of our insights and outcomes. Her ability to translate research into actionable strategy made her an invaluable asset to both our team and our clients.”
—Dan Weinsoft, CFO, Goodr
Complex, Meet Compelling
I love making the complex compelling through models and helpful frameworks. Browse these artifacts to clarify new concepts and train early career talent.
Earning commitment, retention, and satisfaction—one employee at a time.
0%
voluntary turnover 4+ years running
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100% of interns would recommend their experience to a friend
9.6/10
average FTE weekly satisfaction
I’ve been proud to have helped developed the careers of over 20 product professionals across design, development, research, client success, and user experience.
Praise from Interns & Employees
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“Natalie’s guidance has had a major impact on my personal and professional growth. I learned how to learn, and learned how to love it. She pushed me to think more critically and creatively."
Logan Murai-Wong, Intern ‘24
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“Natalie’s relatable, encouraging, and authentic brand of mentorship is something rare, and it’s what makes her such a valuable part of the design leadership community.”
Karthiyesan Balisankar, Intern ‘23
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“Having confidence in yourself is something that I struggled with, especially because I’m new in my career. I’ve gotten so much support from Natalie telling me that my work is valuable.”
Maria Balus, FTE
In the Community
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CoreORCreate
CodeORcreate is a creative computer science design challenge for high school students across Washington, Columbia, Clatsop, and Tillamook county. Mentors coach teams of high school students on digital design, coding, game design, web development, marketing, and/or video production.
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The Script
Establishing a mentorship program at The Good has been a highlight of my career. We’ve now hosted over a dozen interns. What felt like reinventing the wheel at first now has process documentation, company-wide participation, and raving reviews from our interns.
About Natalie
With experience at the intersection of product strategy, design, and operational excellence, I bring strategic foresight, design thinking, and an experimental approach to research and concept testing. I have published dozens of articles on rapid experimentation, been featured in Trends.co and Vogue Business, and presented at global conferences.
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Track record of overseeing 2,000+ A/B tests and generating over $100M in revenue through optimized sales funnels, free user monetization, enhanced engagement, churn mitigation, and new product de-risking.
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From streamlined product operations to institutional memory systems and improved AI adoption, I specialize in building lean, scalable systems rooted in real user insight. This approach blends vision-setting with hands-on operational transformation. Reduce time-to-insight through internal tooling and frameworks that accelerate discovery and decision-making.
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Creating clear paths forward requires excellence in deep listening, idea framing, problem distillation, and opportunity exploration. I build cohesion, facilitate alignment, and build roadmaps that drive success through through customer research, landscape analysis, and behavioral data.
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My mentorship earns commitment through care and candor. Through coaching, systems, feedback, and shared success, I’ve earned 0% voluntary turnover (4+ years running), 9.6/10 FTE satisfaction, and built scalable systems that develop talent alongside institutional memory.