How I build

I design products and build them too. These are the principles I work by.

Principles

Simplicity that works

  • Solve the real problem with the fewest moving parts
  • Cut scope before cutting quality
  • Make the simple path the obvious one

Design in the real material

  • Explore in Figma, decide in code
  • Treat what's in production as the source of truth
  • Never design a screen I couldn't build and maintain

Own the whole arc

  • Research, design, code and launch are one job
  • Stay with the product after launch, where the real feedback is
  • Give a reason for every decision

Let AI execute, keep the judgment

  • Give the model a clear brief and a system to work inside
  • Delegate what is cheap to check, then check it
  • Keep money, trust and brand decisions in my hands

Turn repetition into systems

  • Build the tool the second time a task repeats
  • Theme each brand from one system
  • Spend the time saved on the parts people notice

Design for how people really work

  • Learn how they pay, talk and run their day before drawing anything
  • Speed for the person who lives in the tool, delight for the visitor
  • Let the client's brand lead and the software disappear

In practice

Two examples from Eclipse, the platform I design, build and run alone.

A day of setup became an hour

Problem
Each new client meant a full day of manual setup: creating the project, configuring it, a first pass at branding and a deploy. As the only person on the product, that day capped how many clients I could take.
What I built
A client brief that captures brand and business rules, a project factory that creates a new site from the command line, and a Claude Code workflow that applies the brief as a first branded baseline.
Result
A live site with baseline branding in about an hour. Full customization follows with the client, and a fully branded site launches in under five days.
Principles at work
Turn repetition into systems. Let AI execute, keep the judgment.

One system, many brands

Problem
Boutique businesses compete on their own identity, and generic software erases it. A custom build for each client would be impossible for one person to maintain.
What I built
A token-driven design system with 50+ components, where each client is a theme. Color, type and tone carry through booking, emails, receipts and class passes. Business rules such as cancellation windows and class capacity are configuration.
Result
Sites in production for studios, coaches, stores and creators, all maintained by one person.
Principles at work
Design in the real material. Design for how people really work.

The full story is in the Eclipse case study.