How I work, and what I take on.
I work in two shapes. Either I'm the whole digital team for a small business that doesn't have one, or I'm the missing link inside a larger team that does. Both come down to the same thing: closing the gap between an idea and a live, measurable product.
End-to-end product builds for small businesses
The shape of the Dunkin' Doggies work. For small businesses that need the whole digital stack and don't have an internal team to build it. Research, brand, design, the site, the custom booking journey, the customer portal, payments, the API layer underneath and the analytics on top. Owned, not rented.
It works best for businesses with a real product or service and a real reason for customers to come back. I'm not a quick-flip web shop; I'd rather do one thing properly for a year than ten cheap launches in the same time.
DELIVERABLES INCLUDE
- Market and competitor research
- Brand and visual identity
- Webflow or Next.js build, to suit the project
- Custom booking, account or commerce flows
- Serverless API layer (Vercel) where the platform needs it
- GA4 + Meta CAPI tracking, server-side where it matters
- Ongoing maintenance with proper staging, version control and verification
Recent work: Dunkin' Doggies →
Web, UX and conversion work for in-house teams
The shape of the Roll work. For marketing, product or comms teams who need the parts of a launch that usually fall between disciplines: the page nobody's quite sure who owns, the persona journeys, the GTM/GA4 setup that joins online enquiries to offline sales, the campaign creative around it.
I bring the design eye, the UX rigour and the hands-on technical work in one seat, which is unusual and tends to be exactly what's missing on a young or stretched team.
DELIVERABLES INCLUDE
- Page and landing-page design and build
- Persona-aware journeys and audience strategy
- GTM and GA4 instrumentation, including offline-sale stitching
- Conversion reporting, with the limits of the data labelled honestly
- Meta and print campaign creative
- Documentation, so the work doesn't depend on me being in the room
Recent work: Roll →
Design systems and frontend craft
The thing that underpins both of the above, available as a focused engagement. For teams that have a brand and components but no shared system, or have a system that's drifted out of sync with what's in production. I'll come in, audit honestly, and either propose a tight v1 system or sharpen an existing one.
Bias toward editorial restraint, fast pages and accessible defaults. I'd rather your site be quiet and correct than busy and fashionable.
DELIVERABLES INCLUDE
- Audit of the current state, with honest before-and-after measures
- Tokens: colour, type, spacing, motion
- Component spec, written so a developer can build it without asking questions
- Reference build of two or three key pages
- Handoff documentation and a working starter kit
Things I'm not the right fit for.
No Shopify theme tweaks, no SEO-only retainers without site work, no "AI-first" anything that just means a chatbot in a corner, and no work where the brief is fundamentally "make it look like our competitor". If the work is shaped like one of those, I know good people I can point you to, but it shouldn't be me.
Sound like the right shape?
Email's the best way to start. I'll usually reply within a working day, and the first conversation is genuinely a conversation, not a sales call.
Get in touch