Is it really a product problem?

find out before it costs you
a quarter./ before you build a fix

The problem usually isn't where the team is looking

I'm Basoli, a CX and product strategist. I plug alongside your teams to look at the whole picture and bring back the reasons : why a product isn't landing the way it should, why users behave in ways the roadmap didn't predict, and where the gap between what people expect and what the product delivers is quietly costing you.

Because when you're close enough to a product to ship it, you're often too close to see why it's not working.

That instinct isn’t new. I designed museums before I designed products, journeys a stranger walks through across dozens of touchpoints

In the room with the PMs, finding out it wasn't a product problem.

Teams & products I've worked with

Selected work

One policy, fair to everyone it touched

We aligned users, riders, vendors, and the business behind one policy, across every region.

When onboarding carries the whole experience

We redesigned an ecosystem's first physical product end to end and cut user issues by 42%.

Screenshot 2026-07-19 at 7.36_edited.jpg

A quality loop that runs itself

The better the experience, the more orders. The more orders, the better the experience.

Turning food waste into product opportunity

We mapped restaurant surplus into a new platform revenue path.

01 A conversation, no strings

We scope it together first — the situation, where the problem might sit, how we’d work. You leave with a sharper read on your problem whether or not we go further. Free

02 A plan you can hold me to

A clear scope, a timeline, a defined process, and what the outcome should look like — with an accurate quote up front. You always know what you’re buying.

03 I go where the reality is

Stakeholders, the people on the ground, the users themselves. The full-system view that finds what any single team can’t see from where it sits.

04 The why, not just the what

You get the reason underneath it all — why the problem exists and what’s actually driving it — not just a list of fixes. From there the whats follow: what to build, what to fix upstream, what to stop doing. And because we reach it together, it’s aligned by the time it’s decided rather than sold to your team afterwards.

05 I stay past the decision

I don’t leave at the deck. Through ideation and pilot for as long as it’s useful — then step back once your team is carrying it.

How we’d work together

I work as part of your team, not from the outside

Alongside your PMs, engineers and data, I map the whole journey, your users, your partners and the business all at once, find where it’s actually breaking and work with you to turn that into a direction your team can act on.

Before you build the fix, make sure
it's the right one.