Eff is short for Fraser

I am a product professional with 10 years of tech startup experience. My mission is to help teams launch digital products by following a design thinking model.

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My approach to design

Products are prototyped, analyzed, refined and tested once more — where the process starts all over again. I will continue to iterate long after launch, improving functionality and adding complexity. This process lets you decompose any problem into smaller pieces that you can tackle by running continuous experiments that are validated by data.