Push products further.
Rethinkery helps brands and innovation teams unlock ambitious product concepts through inventive design, systems thinking, and a clear understanding of what it takes to bring bold ideas to life.
Built on real product experience.
Across more than a decade in product design, I’ve helped create over 500 products and contributed to more than 1 billion units delivered worldwide. That experience shaped a perspective focused on identifying overlooked opportunities inside real product constraints — and using them to shape stronger solutions.
Rethinking in Action
How I have helped teams transform an initial ask into a stronger product outcome.
An Impossible Connection
The ask
Create a line of toys that interact with one another.
What I added
A far more ambitious system: a collection where the toys not only connected with each other, but the full set transformed into a completely different build — while still delivering a strong standalone experience in every individual toy. Most people saw those requirements as too contradictory to attempt.
How I made it work
I approached it as a product architecture problem, using spatial geometry, creative molding techniques, and licensor reference to determine how the system could be split into parts that both aligned with the source material and worked as a cohesive build. Making the larger build function was only part of the challenge; the harder part was designing that system so each individual toy still felt like a win on its own.
Outcome
Performed at 200% of forecast and shaped future promotions for years to come.
Animation Without Electronics
The ask
Use simple light-pipe from a smartphone to create a basic flashing effect.
What I added
A far more immersive interaction: rather than only pulling light from the phone, we could instead use lenses and mirrors to project images and video — creating animations on a physical toy without adding electronics to the product itself.
How I made it work
I invented and developed the projection system, now protected by a patent, then helped align stakeholders around the richer interaction it made possible. To preserve the experience within budget, I also identified mechanical cost savings elsewhere so the product could retain core functionality while absorbing the added cost of the projection feature.
Outcome
$100M sales lift, 1M+ app downloads in the first month (a 6,000% increase over prior programs), and the foundation for a new connected-products division.
More of my work
For teams who want to push products further.
Rethinkery partners with design, innovation, and R&D teams that want strong creative input grounded in real product development.
I’m most useful when the initial ask feels too limited, the constraints are real, and the team needs a better path forward — whether that means rethinking the product itself, the interaction it creates, or the system around it.
The goal isn’t to reduce ambition. It’s to find better ways to achieve it.