Figuring out what to build, then designing and shipping it.

I've spent over a decade in the space between product, design, and engineering, and the through-line has always been ownership. I don't hand a spec over a wall and hope someone builds it right. I work closely with the people who own the problem to figure out what to build and why, design it, and increasingly build and ship it myself, with their sign-off at every step.

I started my first company the day I graduated. I built websites, did design work for agencies (including working on the design for the call-center operations of a global bank), and learned WordPress at a one-person shop. That led to founding Didddly, a hardened WordPress hosting SaaS I designed, built, and ran on my own. I grew it to steady recurring revenue and eventually sold it, and years later around 60% of its customers are still on it, on a build that was never once hacked. Owning a product end to end, not just the fun parts, is the education that still shapes how I work.

For a stretch I led product and design inside companies. I ran product design through a telehealth company's pivot and rebrand, built accessible design systems for white-label platforms, and designed data-dense tools for clinicians working under real pressure. Healthcare and other high-stakes, compliance-heavy domains are where I keep ending up, because that's where getting the details right actually matters.

More recently I've gone deep on the other end of the stack. At a remote EEG-monitoring company I joined to lead product, then took over all of the development and the cloud, replacing tangled spreadsheets with guided workflows and assignment queues built on Nuxt and AWS. Today I run my studio, Plotline Creative, and I'm a co-founder and named inventor of Speech To Structure, a patent-pending platform that turns natural language (a text, a call, an email) into validated, structured data in the systems a business already runs.

Along the way I've developed a repeatable way of working: document the business rules first, get them approved, then design in real, running code instead of static mockups. Stakeholders use the actual thing, edge cases surface early, and the prototype everyone signs off on becomes the handoff to engineering.

I'm currently building Speech To Structure and helping others solve unusual, high-stakes problems. Always open to a new one.