Work — case studies
Told properly, or not at all.
A few pieces of work, each given the treatment it deserves: the business problem, the decisions and tradeoffs, the outcome. Each study gets its own bespoke page — no template, because the work wasn’t templated either.
Productised AI · Positioning
Ringa — selling recovered jobs, not software
An AI voice agent that answers a tradie's missed calls and books the job into their calendar. Priced on the outcome, not the tech — and the pivot that got there.
In progress — publishing soon
Mobile · Applied AI
Driftless — a habit app with a personality
Category chosen on evidence, differentiated with an AI companion you can't copy — built end to end on Expo with subscriptions, push, and a Claude-powered voice.
In progress — publishing soon
B2B Product Design
The CRM I built instead of renting
Pipeline, follow-up cadences, conversion reporting and a multi-tenant white-label path — my own ops tool, scoped like a real B2B product.
In progress — publishing soon
Selected from a year of ventures — written properly, one at a time.