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

I build the systems that make the work reliable, rather than doing the work by hand. Complicated spreadsheets became guided workflows. A hosting platform I hardened once ran six years without an incident. These days that means writing the rules and the quality bar that automated tools build against, and the gates that stop anything from shipping until it meets them.

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 stay on the hook for what actually ships, with their sign-off at every step.

I started my first company the day I graduated college. 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 grew it to steady recurring revenue and eventually sold it, and years later around 60% of its customers are still on it. I architected it, built it, deployed it, and answered the support emails. 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.

At a remote EEG-monitoring company I joined to lead product and ended up owning the application and the AWS infrastructure under it, assignment queues and all. 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 helping others solve unusual, high-stakes problems. Always open to a new one.