I build considered software for problems worth solving.
Independent designer and engineer. I work with founders and product teams from the first sketch through to what ships and stays reliable.
How I can help
Design
I turn a vague problem into a product people understand: research, flows, interface design and a clear point of view about what to leave out.
Build
I design and ship the software itself, from technical architecture through to a production system somebody else can maintain.
Advise
I help small teams make better technical decisions, review architecture, and mentor engineers so the work does not depend on one person.
Selected work
Rebuilding a booking flow that people could finish
A booking product where most people gave up halfway. We rebuilt the flow around the three decisions that actually mattered and doubled completion.
A design system three teams actually used
Two previous attempts at a shared component library had been abandoned. This one survived, mostly because we built it from what already shipped instead of from an ideal.
Cutting a page load from nine seconds to under two
A content site was slow enough that people left before it rendered. Fixing it needed measurement first, and turned out to be four changes rather than forty.
How I work
Understand the problem
Who has it, why it matters, and what would need to change.
Define success
The outcome we are aiming for, and how we will know we reached it.
Design the approach
What to build, what to leave out, and how the pieces fit together.
Build and iterate
Ship in small steps and learn from what becomes real.
Validate with reality
Test against people, constraints and the business outcome.
Refine
Adjust the problem, the plan or the execution, then go round again.
Recent writing
The cost of building the wrong thing quickly
Speed only helps once you know what you are building. Before that, it just gets you to the wrong place sooner.
Writing software you can still read next year
Most code is read far more often than it is written, usually by someone who has forgotten writing it. That someone is normally you.
What a book about decisions changed in how I run projects
The idea that stayed with me was not about thinking better. It was about noticing which mode of thinking a situation deserves.