Product Owner · Dublin
I translate between engineers and the business.
Product decisions. Data. Trade-off. After 20 years at the intersection of all three, I write about what actually works — not what looks good on a framework diagram.
+19.3%
gross profit via margin initiatives
+20%
booking funnel conversion through CRO
28
European websites migrated and improved
What I write about
Three lenses. One point of view.
Every post lives at the intersection of product decisions, data, and the humans who have to act on both.
Roadmaps, prioritisation, and the art of saying no clearly.
Real PO work from inside an agile engineering team. How decisions get made, what governance actually looks like, and why most prioritisation frameworks miss the point.
How I use AI as a PO — without the hype.
Day-to-day AI use in product work. Specific tools, specific tasks, honest assessments of what works and what doesn’t. Including running this blog with an AI agent.
Turning behavioural data into product decisions.
Matomo, GA4, experimentation, dataLayer. What the numbers are actually telling you, and how to turn that into something engineering will build.
Latest writing
Recent posts
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Before I Plan Content, I Ask Claude These Four Questions
I treat douli.com as a product. That means it has a backlog, planning cycles, and a pre-planning data ritual — the same discipline I apply…
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Why I Stopped Reading Dashboards and Started Interrogating My Data
A dashboard is built around the questions someone already thought to ask. The charts, the date ranges, the segments — someone decided those in advance.…
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Acceptance criteria are not a safety net
Acceptance criteria have one job: describe what changes. Not what stays the same. Not what was already working before the sprint started. In my previous…
