01
Decide what is worth building
Discovery, interviews, positioning and value proposition. Narrowing until one problem is worth solving, and killing the ideas that do not survive contact with a real person.
ProductSavvy
The build is the easy part.
Deciding what is worth making. Proving whether it landed. Getting it in front of people who were never looking for it. That is the product — the code is the short bit in the middle. I work across the whole span, and everything below is the evidence.
Point of view
Products rarely fail at the build. They fail before it, on a value proposition nobody tested, or after it, when nothing is instrumented and no one can say which part is actually working. The interesting problems sit either side of the code. Anyone can ship a page now; far fewer can tell you, six weeks later, which change moved the number and why.
What that covers
Every function a product needs, run by one person — not a single specialism with the rest left to someone else.
02
Build and ship it
Product, design and engineering through to production, on an independent stack. The part everyone sees, and usually the part that takes the least time.
03
Instrument it
Event design, analytics, funnels and dashboards, so that “is it working?” has an answer rather than an opinion. Built in from the first release, not bolted on once the numbers look bad.
04
Get it used
Product-led growth, lifecycle email, automation and outreach tooling. Acquisition and retention built as a system that keeps running, not a campaign that ends.
Flagship
Kinclara
A caregiving coordination platform for families managing the care of an ageing or unwell relative — medications, appointments, tasks and notes in one shared, private place. Eighteen months of work, and the app is maybe half of it: the positioning and the brand, the instrumentation, the product-led growth loops, the lifecycle email, the outreach tooling and the dashboards that show whether any of it is landing. Live in free private beta.
18 months
Product to funnel
Instrumented
Built in Ireland
Read the case study →
kinclara.ie →
Also shipped
Two more live properties, each with a different job to do, and each taken the same whole distance.
Point One
An Irish gymnastics apparel brand for competitive junior gymnasts, built from the name up: trademark clearance, brand system, three designs and production-ready print files. Then wired into the channels — an Etsy storefront and print-on-demand fulfilment through Gelato, so no stock exists until someone orders it.
Read the case study →
A Relative Matter
Practical, sourced guidance for family carers in Ireland — Fair Deal, HSE home support, medical cards. The research is the product: every entitlement fact verified against a primary source, and the whole set re-checked on a six-week cycle so it cannot quietly go out of date.
Read the case study →Let's talk
Building something real with AI?
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