BlockWave was an ambitious startup platform designed to make software development accessible to all—whether through code, low-code, or no-code. I joined the founding team as VP of Product Design and Product Manager, helping shape the vision, lead research, and guide the design and development of the platform. Though the product never reached commercial release, we successfully piloted it with enterprise clients and research institutions, validating a vision for the future of modular software creation.

The Problem

Demand for digital tools had outpaced what traditional IT teams could deliver. Companies needed software to innovate—but faced limited development resources, slow iteration cycles, and tools that were either too rigid (closed SaaS platforms) or too complex (full-code stacks).

• 88% of large companies were facing IT talent shortages.

• 80% of enterprise apps were abandoned after first use.

• 60% of employers struggled to fill open developer roles.

  Enterprise teams needed a new way to build flexible, tailored solutions—without waiting in line for developer time.

The Solution

We envisioned BlockWave Studio, a unified development environment supporting:

• Tri-modal creation: code, low-code, and no-code in a shared space.

• Event-driven microservices that scaled from prototype to production.

• Modular “blocks”—reusable, swappable, and interoperable.

• Deployment anywhere: cloud, mobile, on-prem, or edge.

The platform allowed technical and non-technical users alike to build and deploy solutions at the speed of thought.

Research & Insights

To shape the platform, I led a robust research effort:

• Conducted interviews and contextual inquiry with both developers and domain experts.

• Developed a persona framework with 45+ profiles to cover a wide range of use cases and comfort levels.

• Mapped user journeys that revealed consistent blockers: tool fragmentation, platform lock-in, and long lead times.

  These insights drove key design decisions, such as:

• Visual workflows over command-line configuration.

• Touch-first UI for accessibility across device types.

• Tiered customization: simple defaults with deep extensibility.

Design Process

My work spanned strategy, UX design, and team leadership:

1. Positioning: Conducted competitive analysis and helped define a unique space between legacy dev tools and consumer-grade builders.

2. Prototyping: Created and iterated on interaction models for the modular studio interface.

3. POC Design: Developed UX/UI for 30+ proof-of-concept apps to demonstrate platform breadth—from data dashboards to IoT workflows.

4. Beta Program: Launched and ran a closed beta with 100+ active testers, capturing feedback that shaped final workflows.

5. Brand & Messaging: Collaborated on investor decks, partner materials, and product narratives that emphasized empowerment, modularity, and scalability.

Final Designs

The studio interface featured:

• A drag-and-drop block builder for logic, data, and UI.

• Real-time previews with adaptive layout support.

• Layered access modes to suit casual users and professional developers.

• Deployment tools for pushing to the web, mobile, or private clouds.

We also delivered:

• Partner demo apps.

• Investor-ready decks with clear GTM strategy.

• A design system for UI consistency and developer efficiency.

Accessibility & Inclusivity

We prioritized accessibility by:

• Designing for tablet-first usage, opening access beyond the desktop.

• Building progressive disclosure into the UI to avoid overwhelming novice users.

• Testing with users of varying technical fluency to fine-tune clarity and guidance.

Outcomes

• Successfully piloted with research and enterprise partners.

• Beta tested by over 100 developers and domain users.

• Delivered a flexible, modular product that bridged the divide between pro devs and internal innovators.

• Validated the concept of block-based app development across sectors.

Though BlockWave never launched commercially, it stands as a testament to what a small team with a clear vision can accomplish. It demonstrated:

• Visionary product thinking.

• Strategic design leadership.

• Practical execution across design, research, and GTM planning.

Reflection

BlockWave was a rare opportunity to build a platform from first principles — not just designing an interface, but shaping a new way of thinking about software creation. The experience reinforced that ambitious products require both a clear long-term vision and the humility to adapt when realities shift.

Designing for a spectrum of users — from enterprise developers to small businesses — pushed us to create layered experiences that scaled with user capability.

One of the most meaningful takeaways was seeing how modular thinking unlocked confidence. As stakeholders explored prototypes of potential applications, they began to reimagine what was possible.

Though the product didn’t launch commercially, BlockWave sharpened my skills in product strategy, platform design, and cross-functional leadership. More importantly, it proved that good tools don’t just serve users — they change how teams work and think.