Pettable
Services that help people navigate the process of getting an emotional support animal letter.
Visit Pettable- Company
- Mechanism Ventures
- My role
- Head of Product Design
- Dates
- Sep 2021–Oct 2023
- Scope
- MVPs · Onboarding · Product development
0Surface
Four ventures at different stages, one job: make the customer’s next decision obvious.
Explore Mechanism Ventures−1Why?
A venture studio runs several businesses at once, each at its own stage.
−2Why?
A pattern that worked for one could be wrong for the next.
−3Core
Make the customer’s next decision obvious.
“Four ventures at different stages, one job: make the customer’s next decision obvious.”
My partMoving between businesses, I started each time from the product’s stage and the one decision its customer needed to make next — then designed the shortest clear path to it.
=Proof
Key outcomes
- Onboarding conversion
- +28%
- Pettable · within three months
- User churn
- −18%
- Through leave-intent interventions
- Portfolio revenue
- $300M+
- Driven by the Mechanism Ventures portfolio.
- For context, not credit
In brief
A venture studio runs several businesses at once, each at its own stage. Across four of them, my job was the same: find the decision each customer needed to make, and make it obvious.
The problem
No single playbook
Mechanism Ventures builds and develops companies. As Head of Product Design there, I worked on the launch and ongoing development of Pettable, Learner, Top Nutrition Coaching and PrimePutt.
Each was at a different stage and asked something different of design: give an early idea a usable form, make a first experience clear, or improve a journey people were already using. A pattern that worked for one could be wrong for the next.
The ventures
Four products, four customers
Learner
Personalized online tutoring that connects students with one-to-one support.
Visit Learner
Top Nutrition Coaching
Individual nutrition support with registered dietitians.
Visit Top Nutrition
PrimePutt
At-home putting products designed for golf practice.
Visit PrimePutt
The approach
Start from the customer’s decision
The work spanned early MVPs, onboarding and improvements to existing customer journeys. Moving between businesses, I started each time from the product’s stage and the one decision its customer needed to make next — then designed the shortest clear path to it.
The result
Clearer first steps, fewer people leaving
At Pettable, onboarding conversion grew by 28% within three months. Leave-intent interventions reduced user churn by 18%.
For context, not credit: the Mechanism Ventures portfolio drives more than $300M in revenue.
The takeaway
Adapt the work to the venture
That range shaped how I work with startups today: get close to the customer, make the important decision obvious and keep the experience coherent as the business grows.