Designing the Business Behind Your Idea
I help you turn your passion into a sustainable business
Previously @ Teachable and Goldman Sachs
You’ve got the vision.
The rest is the hard part.
You’re great at the thing you do. But somewhere between the vision in your head and a real, running business, there’s a pile of decisions you keep putting off. What to build first. Which tools won’t fall apart in six months. How to actually reach the people you’re trying to serve. It’s the unsexy, behind-the-scenes stuff that quietly eats your energy and stalls your momentum. That’s exactly the part I’m here for.
I’ll help you make it real, and make it last.
I help founders and small business owners design the whole business behind a big idea — not just the product, but the strategy, systems, and tech stack underneath it. You stay focused on what you’re passionate about. I handle the parts you’re drowning in and help you figure out what’s next.
Who are you?
Someone who is authentic and empathetic, cares about doing something good (not just profitable). You’re open to changing direction when the work calls for it and already have a little early traction to build on.
You’re the kind of person with big dreams and passion to build something that means something to you and the people you help. Yes, you’re a business, but you’re a person first and your customers are people first.
- Doing good matters as much as doing well
- Sustainable beats fast — no hustle-culture burnout
- Real empathy and real data over gut feel and guesswork
- Honest, human, and authentic, always
- Your vision and your values lead; I help make them real
What kind of service are you looking for?
“I want to test the waters.”
We’ll start small with a focused first project — an audit, a landing page, a single key flow — so we can build trust and see how we click before committing to more.
“I want to build a strong foundation.”
Over about 4–6 weeks, we design the core of your business: what to prioritize, the systems and tech stack underneath it, core product and experience design, and a clear, data-informed plan for what’s next.
“I want to grow what I have with someone by my side.”
A monthly partnership where I’m embedded in your business, helping you make decisions, grow with intention, and keep building your business and life toward the vision you have.
About me
Hey, I’m Nio! After 8 years as a product designer in New York City working on growth and monetization in tech, I got burnt out. Along the way I learned how to link design decisions to revenue through data. Now I bring design, product strategy, and operational thinking together to help small businesses grow with intention.
Here’s what I actually believe: building a business shouldn’t mean burning yourself out or selling your soul (trust me, I’ve tried). The people I love working with care about doing something good in the world, not just turning a profit. They’re authentic, they lead with empathy, and they’re building something they actually believe in. They want to help people and build a sustainable business so they can give what they have to people who need it while also having financial stability and growth.
As a queer, non-binary person (they/them) who’s been through the grind and come out the other side, I care about creating work that’s sustainable, honest, and authentic. I’m not here to push you toward someone else’s idea of success. I’m here to help you build a business that fits the life you actually want, grounded in your values and built to last.
Think of me as the producer and you’re the director. The one handling the logistics and businessy things so you can stay focused on the parts you care about.
Outside of work…
I’m the lead singer and guitarist of the indie pop punk band, Your Latest Obsession, a puppy parent to my Cavapoo, Nala, and a snowboarding instructor in the winter.
Frequently Asked Questions
Yes. I’ve worked across a lot of different industries and types of businesses, and the truth is the work translates. Whether you’re running a wellness practice, selling matcha, or growing a newsletter, the core challenge is the same: figuring out what to build, what matters most, and how to grow it sustainably. That’s what I help with, no matter the niche.
Honestly, this is often the best time to work together. Getting the foundation right early, before you’ve built on top of shaky assumptions, saves you from painful do-overs later. That said, I do my best work with people who have at least a little early signal: a few customers, a small audience, or people who’ve said “I need this.” If you’re at that stage, we have something to build on.
Real conversations, not lectures. I’ll ask a lot of questions to understand your vision, your people, and where you actually are right now. Then we get practical: what to prioritize, what to ignore for now, what to build, and how to set it up so it lasts. You’ll leave with clarity and a plan, not a pile of jargon. Everything is grounded in real empathy for the people you’re serving and actual data, not guesswork.
I’m comfortable across the usual suspects: Figma, Notion, Webflow, WordPress, Shopify, Squarespace, and more. But here’s the thing: it’s not really about the tools. It’s about finding what actually fits you and your business, so you’re not paying for or wrestling with things you don’t need. I’ll help you choose what makes sense and can even set it up so it works for the long haul.
Usually with something small, so we can build trust and make sure we click before committing to more. Book a free 30-minute chat and we’ll figure out what makes sense for where you are.
Building something special? Let’s talk.
Book a free 30-minute chat, or send me a note. Either way, I’d love to hear about what you’re building.