At restaurants, I’d ask, “Do you have anything spicy?” The answer was usually no.

I launched my spicy candy in 2017.

This is a different perspective on product design.

Producing my own consumer packaged goods has made me a stronger designer.

The pain point and product idea.

After two decades of pushing pixels and designing complex user interfaces and experiences, I craved producing a consumer product I could hold in my hand. I took it further and created something fun to put in my mouth.

I’m a foodie. Why not combine my two favorite flavors: spicy and sweet? I should invent a portable spicy candy I could carry to pop in staging at the BMX races and powerful enough to fire me up when I’m burning the midnight oil for work. Something exhilarating that still allowed me to function.

Prototyping, customer and ingredient research

You’d think that since I am a UX/I designer, I clearly understand the power of user research.


Picture this: I conceptualized the need for a unique confectionery product, formulated the recipe, and developed test batches (prototypes). As the owner/client, I felt I knew more about my product than anyone (ring a bell?). After all, I invented it.

Yet, it wasn’t until I did my own customer research that I learned the actual “why” behind the genesis of Danger Snacks. The awakening deepened my appreciation of empathy and what I do.


I used to think spicy was a flavor. I was wrong. :/

When I put on my research hat and shared “Breaking Bad-style” test batches with acquaintances, friends, and colleagues, I learned that spiciness delivers more than heat.

Folks who tried it kept asking, “What do you put in there that wakes my ass up?" They'd say, "It helps me snap out of my post-lunch bonk," and "It helps me stay awake on long drives."


“Test customers were not just giving me product feedback; they were spoon-feeding me a Unique Selling Proposition.” —Thankx


Now, I needed to hire a nutritional scientist to do ingredient research to prove the hypothesis of what I learned from future customers.

After working with Anita Tee (Master of Science in Personalized Nutrition), I discovered that the compound that makes spicy peppers 'hot' triggers an endorphin release as a pain response. And it works every time!


I craved spice for the flavor, so I thought. No wonder the customers I tested felt more alert—spicy stuff provides an instant head change, like a first sip of alcohol.


Without customer and product research, this critical distinction may have slipped through the cracks.

Visual Design

The product needed a name, brand identity, trademark, packaging, and other fun stuff to delight the customer. Not to mention a distribution channel (Shopify), marketing, landing pages, email auto-responders…

The name needed to be general enough to scale into new product lines, be memorable, and capture the brand's spirit. In addition, it had to be available on select channels. Sheesh, I had some serious work to do. #dangersnacks

Team Collaboration

As a UX design manager, knowing when to bring in specialized talent is important. I collaborated with illustrator/designer Leighton Hubbell on the identity and other complementary key brand illustrations.

Leighton illustrated the Hell Raiser flame, and I designed the typography criss-cross. We designed the logo to feel aggressive and dangerous. I think Police lines.

We lost Leighton and his one-of-a-kind talent in 2022. I love you, buddy. Ride in peace. #onyourleft

Product development, ideation and prototyping

My product is hot. Each piece needed to dissolve quickly to deliver the perfect dose of spice—not too little and not too much, not too long and not too short. I prototyped various piece sizes and shapes to find the right balance. Once I found it.

I paired it up with a functional food-safe container, received FDA approval, and Danger Snacks I was ready. I needed a store, a label, a brand vibe, and the rest is history.

“I invested in a drop candy roller, rented a local commercial kitchen, practiced the art, then converted my first customer.”

Always do iterative check-ins.

An essential step in user research is knowing what to ask and what not to ask. Most people would ask customers about the product, what they like or dislike, and how it might be improved.

As a product designer, I love to learn more about what motivates a customer, which usually uncovers something we should have baked into our marketing, design, or product development.

I frequently check in with a random sample of customers over the phone to gauge product perception, how it's being utilized, and why. UX interviews tend to be more revealing via telephone or in person.

Danger Snacks customer research @glenhelenraceway

★★★★★

Results: conversions and stars

To date, I’ve sold over 2000 orders and received hundreds of 5-star reviews.

Working on this project has been an ongoing graduate program in customer lifetime value (CLV).

I continue learning eCommerce, writing compelling UX copy, marketing to niche audiences, crafting effective emails and auto-responders, building landing pages, and more.

I encourage all the folks I’m lucky enough to collaborate with to take creative risks. We must push ourselves out of our comfort zones. I hope you do the same. ⦿