The right tools, chosen around the job.
I work across strategy, design, code and measurement. The stack changes, but the goal stays simple: build something useful, easy to run and ready to improve.
More than choosing a platform
A website or app has to explain the offer, support the customer journey and fit the way the business actually works. That usually crosses the line between marketing and engineering.
I can help shape the message, design the experience, build it, connect the surrounding systems and use real behaviour to decide what happens next. That wider view is often more valuable than loyalty to any one platform.
A stack that follows the work
These are tools I work with, not a fixed recipe. I choose and combine them according to the audience, product, team and stage of the business.
- 01
Shape the work
Clarify the audience, message, structure and product flow before committing to a build.
- Figma
- Relume
- 02
Build the experience
Choose a website or app stack that fits the product, the team and the way it needs to change.
- Webflow
- Astro
- Framer
- Expo
- 03
Measure and grow
Connect behaviour, enquiries and pipeline so improvements are based on evidence.
- PostHog
- HubSpot
- Chili Piper
- Conversion.ai
- 04
Run and connect
Keep delivery organised, communication clear and the systems behind the customer experience reliable.
- ClickUp
- Slack
- Vercel
- Cloudflare
- Resend
- 05
Work with AI
Use agents and connected tools where they improve delivery, research, testing or repeatable operations.
- Codex
- Claude
- Grok
- MCP servers
Start with what the work needs to achieve.
Tell me what you are building, what already exists and where the current setup is getting in the way.
Practical decisions that survive launch
- 01
The job comes first
I start with the audience, commercial goal and working constraints. The platform follows from that decision, not the other way around.
- 02
Keep it ownable
A clever stack is not useful if the team cannot update it, understand it or keep it healthy after launch.
- 03
Measure what matters
Analytics should answer real questions about behaviour, conversion and pipeline, rather than produce another dashboard nobody uses.
- 04
Use AI with judgement
Agents can make delivery faster and remove repetitive work. Important decisions, quality checks and consequential actions still need clear human ownership.
Websites, apps and connected systems
From the work
Decisions, methods and useful lessons
Practical notes on websites, apps, product growth, search and AI-assisted delivery.
All insightsGuides
Webflow Wireframe Kits: What I Actually Use and When (2026)
A practical guide to the Webflow wireframe kits and workflows I actually use in client projects, including Relume, Figma Community kits, and rough custom wireframes.
Guides
Webflow Pricing in 2026: What You'll Actually Pay (Not the Sticker Price)
Webflow pricing looks simple until you add seats, localisation, analytics, and traffic limits. I manage multiple commercial Webflow sites, and this is the practical cost breakdown I use when deciding whether Webflow is worth it.
Opinions
Webflow + Airtable as a Programmatic CMS: Architecture, Pitfalls, and When Not to Use It
I've built Airtable-backed Webflow CMS for four commercial clients. Here's the architecture, the sync tools compared honestly, and where this stack fails.
Let's talk about it
Need a website or app built, improved, managed or automated? Tell me what is getting in the way and I'll get back the same working day.