The voice of Maze is clear, confident, and insight-driven, reflecting its mission to make continuous product discovery accessible to every team. It balances a researcher’s rigor with a builder’s momentum, turning complex concepts into straightforward, actionable guidance.

Maze’s tone is grounded in curiosity and clarity: empowering teams to learn quickly, validate ideas early, and make smarter product decisions with less friction. It’s about reducing the intimidation around research and replacing it with a sense of possibility, speed, and shared understanding.

I partnered with Maze to overhaul their homepage and platform pages during a major repositioning effort. Alongside rethinking structure and messaging, I created an extensive, scalable messaging hierarchy to help the team communicate consistently across every touchpoint, not just the website. My work focused on expanding Maze’s story from “unmoderated testing tool” to a full end-to-end discovery platform, exploring multiple frameworks and writing the narrative that would guide how they present their moderated research, unmoderated testing, AI features, and broader vision. The result was a more cohesive, growth-ready foundation for Maze’s evolving brand.