Find the tension
Start with customer behaviour and unmet needs. Separate the interesting symptom from the valuable problem.
Product strategy · discovery · deliveryAlex Morgan / Product Manager
Product Manager - Evidence to Direction
I weave signals into products people choose.
I lead cross-functional teams through ambiguity, finding the real customer tension, making the trade-offs visible, and turning evidence into products that move a business forward.
Signal board01 / 04
01
CustomerJobs, friction, retention
LISTEN
02
BusinessRevenue, strategy, leverage
FRAME
03
TeamConstraints, craft, momentum
ALIGN
04
OutcomeBehaviour, impact, learning
LEARN
The roadmap is the thread. The outcome is the pattern.
The operating philosophy
Make the next decision easier.
I use product management as a connective discipline: customer truth, business context, product judgment and team execution should reinforce each other, not compete for attention.
Choose the bet
Turn competing requests into a clear outcome, explicit trade-offs, measurable risks and a focused sequence.
Ship the learning
Launches are feedback loops. Measure what changed, tell the story, and let evidence reshape the map.
Selected work
Three bets. Measurable movement.
Case-study snapshots designed to show the product thinking behind the outcome, not just the feature that shipped.
Growth · B2B SaaS
Activation Atlas
Reframed onboarding around the first customer outcome, combining qualitative research, funnel analysis and rapid journey experiments.
42%activation lift after the new first-value journey
Platform
One Queue
Unified fragmented requests into an outcome-based prioritisation model across product, support and operations.
31%faster decision cycle for roadmap intake
0 to 1 Strategy
Northstar Map
Turned stakeholder asks into a portfolio of explicit bets with decision rules, sequencing and a shared narrative.
18months of multi-team direction shaped
Experience
A record of turning ambiguity into momentum.
Selected chapters across growth, workflow products, platform strategy and cross-functional leadership.
Northstar Labs
Own portfolio direction across acquisition, activation and platform foundations; partner with design and engineering leadership on quarterly bets.
Arc and Field
Led growth and core workflow products from discovery through launch, introducing an experimentation cadence across three squads.
Common Thread
Shipped customer-facing workflows and analytics capabilities while establishing lightweight research and prioritisation practices.
Expertise
Product craft, shown as a signal set.
No vanity percentages, just the areas where I repeatedly create leverage.
Product strategy
Customer discovery
Roadmaps and prioritisation
Experimentation
Cross-functional leadership
Product analytics
Open channel
Have a product knot worth untangling?
Share the context, the decision that is stuck, or the customer problem you are trying to understand.