Case studies from 12+ years of building enterprise products.
Dynamics 365 Field Service had grown into a mature enterprise platform, but the core work order experience hadn't evolved in years. Customers were navigating dozens of clicks to complete routine tasks, dispatchers were drowning in manual scheduling, and the platform needed an AI-first strategy to stay competitive in a rapidly changing market.
Led a complete redesign of the work order experience from first principles — starting with customer shadowing sessions, mapping actual workflows, and identifying the highest-friction moments. Built the product roadmap around three pillars: simplify the core, expand the market (subcontractors, mixed reality), and introduce AI where it creates genuine value rather than checkbox features. Simultaneously built and scaled a PM team of 8, with a focus on people development alongside product delivery.
The Internet of Things was exploding, but connecting devices to the cloud remained prohibitively complex for most manufacturers and OEMs. Azure had the infrastructure, but no turnkey solution that let customers go from device to insights in minutes rather than months. Microsoft needed a SaaS offering that democratized IoT — and it needed to be built from scratch.
Spearheaded the zero-to-one launch of Azure IoT Central as a multi-tenant SaaS platform. Designed the product around a core insight: customers didn't want to manage infrastructure, they wanted to manage devices. This meant building a self-service experience with customizable templates, granular role-based access control, and white-label branding that let partners resell without Azure expertise. Redesigned the business model multiple times to find the right SKU structure that balanced growth with margin.
AI was transforming every Microsoft product, but field service presented a unique challenge: frontline technicians work in disconnected environments, often without reliable connectivity, and they need actionable intelligence — not chatbot interfaces. The challenge was to bring AI to the frontline in a way that genuinely reduced cognitive load rather than adding another tool to learn.
Designed the first AI-powered Copilot experience for Dynamics 365 Field Service: a work order summary that synthesizes service history, part numbers, prior issues, and customer context into a single view a technician can read in 30 seconds. Also drove the integration of AR/mixed reality capabilities (featured in Fast Company) that let remote experts guide on-site technicians through complex repairs in real time. The approach was grounded in a principle: AI should eliminate preparation time, not replace expertise.