Strategy director
Ayla Renner
Runs discovery as interviews plus an evidence log – every claim in a message guide traces back to a conversation or a data point. Refuses to start design before the story is agreed, and says so early.
Focus
Where the work centres.
- Positioning and message architecture
- Buyer research for B2B software
- Go-to-market narratives
Approach
Three habits that shape the work.
Start with evidence
Interviews, analytics and support data before opinions.
Write it down
Decisions, sources and open questions live in the project file.
Hand over cleanly
Owners, formats and dates named before the engagement ends.
Writing
Notes by this author.
Positioning before pixels: the research pass most B2B redesigns skip
Most B2B redesigns fail before the first wireframe – because nobody agreed what the company is actually selling. Here is the research pass that fixes it.
Read article
Onboarding is the product: designing first-run for B2B software
For most B2B tools, the first ten minutes decide the first year. Treat onboarding as a product surface, not a set of tooltips.
Read article
Next step
Work with Ayla
Send the brief; the right pair gets back within two business days.