Portrait of Bami Owoade

About me

Product, user behaviour and growth.

I'm Bami, a product professional whose experience has grown from product design into product research, analytics, experimentation and growth.

I have worked on enterprise systems, financial platforms, SaaS products and consumer applications. That range shaped how I work: I'm interested in the problem behind the interface, how people use a product, what the data shows and what can be improved.

I use rapid prototyping, A/B testing and product insights to explore ideas and improve digital experiences. I enjoy ambiguous problems, connecting information from different sources and turning it into practical next steps. My design background lets me move quickly from an idea to a prototype.

  • Based inLagos, Nigeria (WAT, UTC+1)
  • Worked acrossNorth America, Europe, the Middle East, Southeast Asia and beyond, with founders, product teams and executives
  • Areas of interestProduct growth, product research and analytics, user research, product strategy, experimentation, rapid prototyping, A/B testing, landing page optimisation, messaging and positioning, product development, product-led growth
  • Earlier workArchive of my earlier design work

How I got here

From designing products to growing them.

More than six years ago I started in product design. Designing for real users taught me that a good screen does not make a product grow: people have to find it, understand it, come back and pay.

That pulled me toward the questions behind the design: who the user is, why they adopt or leave, and what the usage data says. I took on research, analytics and then growth work.

  • DesigningFintech, mobility and AI products across Africa, Europe, the Middle East and Asia. I learned to watch how people actually use a product, not how we expect them to. See the myStash case study.
  • Asking whyI started doing the research myself: interviews, market and competitor research, and usability tests that explained why users stayed or left.
  • MeasuringI moved into product analytics, looking at onboarding, drop-off and engagement to see where a product was losing people.
  • GrowingToday I run experiments on audiences, messaging and offers, and use the results to decide what is worth building and pursuing, at Qonstrue and Wocker.