Ideas you
can touch.

Where you are losing people, and what to watch

• I find where people are slipping away

  I go through your product like one of your customers and mark the screens where they give up.

  With numbers, not opinions.

  See an example

  A real case

  At an airline people dropped out at seat selection: the price showed up after they picked, so they went back, and many never came in again. I put the price before the choice and the step stopped being a surprise. In a repair shop or a clinic it is the same thing, with the form that asks for your phone before saying the price.

  And what the technical people call it

  • funnel analysis
  • heatmaps
  • session recordings
  • friction points

• I look at what your competitors do, and what the internet says about you

  What they publish, which words they show up for, and what appears when someone looks you up before calling.

  Almost nobody knows what a customer finds right before deciding.

  See an example

  A real case

  I collect what is public about your competitors and about you: pages, reviews, social accounts, and what Google and the AI assistants answer when asked about a business like yours. Out comes a map of where they are, where you are, and which gap is still open.

  And what the technical people call it

  • competitive analysis
  • web scraping
  • online reputation
  • presence audit
  • market research

• I put the meters where there are none

  What to watch, where to put it, and what the number means when it shows up.

  Most people measure what is easy, not what decides.

  See an example

  A real case

  Plenty of businesses have Google Analytics installed and not one answer. I mark every step that matters, with the same names everywhere, and a report that says what changed this week and why.

  And what the technical people call it

  • analytics
  • GA4
  • Search Console
  • events
  • dashboards
  • reporting

What worked and what did not, checked

• I tell you what works and what does not

  Every change gets re-checked a week later, and again two weeks later.

  Of 154 with a verdict: 72 worked, 76 did nothing, 6 made it worse.

  See an example

  A real case

  Almost nobody goes back to see whether the change they made did anything. I keep the date, the number before and the number after. When something did not work I say so and we take it out, even when it was my idea.

  And what the technical people call it

  • A/B testing
  • experimentation
  • cohort analysis
  • Mixpanel
  • Amplitude

• I test the work before it ships, and the test keeps running

  Nothing goes out without passing its checks, and the checks stay running afterwards.

  Being wrong is not the strange part. Hearing it from a customer is.

  See an example

  A real case

  This site checks itself three times a day: it opens every page like a phone, plays the games, measures whether the text can be read, and speaks up if something broke. It costs nothing and does not depend on me remembering.

  And what the technical people call it

  • automated tests
  • QA
  • regression tests
  • production checks
  • alerting

The thing that needs building, built

• I take an idea and turn it into something that exists

  From the napkin to the first real user: what gets built, in what order, and what gets left out.

  I have done it end to end, alone, more than once.

  See an example

  A real case

  This site, an assistant that qualifies leads and answers on its own, and an engine that recommends over 815,000 past records: I designed them, built them and I run them. I do not have opinions about building products from the outside.

  And what the technical people call it

  • 0 to 1 product
  • discovery
  • minimum scope
  • prototype
  • launch
  • operating it

• I get people to finish signing up

  Registering, proving you are who you say, and reaching the first payment without dropping out on the way.

  It is what I have done for nine years, and where my hardest numbers are.

  See an example

  A real case

  On a regulated platform you had to leave the sign-up to send your document, and many people never came back. I moved the document check inside the sign-up itself: the share who got to the end went from 75% to 92%, and the queue of people waiting fell 64%. In a small business it is the same story, with the form that asks for too much too early.

  And what the technical people call it

  • registration
  • identity verification
  • KYC
  • onboarding
  • user acquisition
  • two-factor
  • account recovery

• I design the screens, on phones and on computers

  Apps and web pages: how it looks, what order things appear in, and what happens when you touch them.

  On paper first, so the wrong ideas die before anyone builds them.

  See an example

  A real case

  Before a line of code I draw every screen and the arrows between them. A three-week argument gets settled in one afternoon by pointing at paper, instead of by building it twice.

  And what the technical people call it

  • UI/UX
  • wireframes
  • prototypes
  • flow diagrams
  • responsive design
  • design systems
  • motion

• I build the cart and the moment of paying

  Choosing, booking, paying, and changing the booking later without calling anyone.

  It is where the most money falls through if something is off.

  See an example

  A real case

  At an airline I rebuilt check-in, flight changes and bag buying, on the phone and on the airport kiosks. Checking in went 40% faster. In a shop with five products the problem is identical: one step too many between wanting and paying.

  And what the technical people call it

  • e-commerce
  • cart
  • checkout
  • booking flow
  • self-service
  • add-on sales

The part somebody used to do by hand

• I automate the steps you do not need, and you pay less

  Programs that do the repetitive work on their own, and AI assistants for what used to need somebody watching.

  Fewer steps, and fewer tools on the invoice.

  See an example

  A real case

  I run 130 assistants and close to 500 scheduled jobs doing work that used to be a person: searching, writing, checking, raising a flag. Every tool you stop paying for because one of these replaced it is money that stops leaving every month.

  And what the technical people call it

  • automation
  • AI agents
  • scheduled jobs
  • integrations
  • cost reduction

• I build the whole CRM, and the thing that answers on its own

  Where every contact comes in, what stage they are at, the messages, the campaigns and the bookings. It replies and chases whoever went quiet.

  And it knows when to hand you to a person.

  See an example

  A real case

  A business got two hundred messages a month and answered forty. The rest went cold. Now it answers all of them in seconds, follows up three times, and only interrupts a human when someone actually wants to buy.

  And what the technical people call it

  • CRM
  • ManyChat
  • conversation automation
  • SMS and email campaigns
  • customer and lead database
  • lead stages

• I give them a reason to come back tomorrow

  Streaks, visible progress, something you earn by using it. No casino tricks, no fake countdowns.

  Getting someone back costs less than finding a new one.

  See an example

  A real case

  A shop had no reason for you to return the next day. I gave it a daily streak: you come in, mark the day, and see how many you have in a row. The same thing your language app does, and it works for the same reason: you do not want to break it.

  And what the technical people call it

  • retention
  • streaks
  • progress meters
  • rewards
  • game mechanics

Still standing without me

• I make sure Google and the AI assistants can quote you

  No tricks. The page says plainly what it is, in both languages, with the hidden notes those readers look for.

  Two audiences now read the same page.

  See an example

  A real case

  When someone asks ChatGPT about a business like yours, the answer comes from pages written so a machine can understand them. If yours is not, you do not rank low. You are simply not there.

  And what the technical people call it

  • SEO
  • GEO
  • structured data
  • schema.org
  • llms.txt
  • sitemaps
  • hreflang

• I make sure you can write to your customers without getting in trouble

  Keeping who said yes, to exactly which sentence, and on what day. Not writing at hours that annoy. And an unsubscribe that works on the first try.

  One message without permission can cost you more than the whole campaign.

  See an example

  A real case

  A bought or stale contact list looks like free money until the first complaint. I set up the record of who agreed and when, a one-tap unsubscribe, and hours when the system simply does not send. On the day someone asks, the answer is already on file.

  And what the technical people call it

  • consent
  • opt-in and opt-out
  • compliance
  • audit trail
  • identity verification

• I leave a system, not a favour

  Adding the next site is a line in a settings file, not a new project.

  It has to work when I am gone.

  See an example

  A real case

  If you have to call me to change a price after I leave, the work was done badly. I write down what I built and leave checks that run on their own and speak up when something breaks, without anyone having to remember to look.

  And what the technical people call it

  • documentation
  • automated tests
  • continuous deployment
  • monitoring