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Work

Ten systems, and what broke while we built them.

Case studies usually skip the part where something didn't work. That part is the useful part, so it's included. Screenshots are from the live builds.

2s

Voice agent response, down from 14 seconds.

456+

Records in a 10-table pricing database, structured from scratch.

9

Industry verticals running live phone agents.

$10K+

Monthly Shopify revenue, sustained rather than spiked.

01 — Automate

Automation & AI

Billing pipelines, lead routing, phone agents and database architecture.

Wright Source Group

Automated billing & invoicing

A fully automated billing pipeline replacing manual invoicing. The original setup broke down under real conditions: Google Sheets field types that didn't match what Stripe expected, a Stripe search API with real limits on matching existing products, and duplicate product and price records appearing on every repeat run. We rebuilt the scenario architecture from the ground up and combined product and price creation into a single atomic API call, which removed the race condition and guaranteed every invoice mapped to one correct, unique Stripe object.

Zero duplicate billing entries, even under concurrent triggers
  • Make.com
  • Stripe API
  • Google Sheets
A Make.com scenario named Billing Formatter Watch branching through routers into Google Sheets modules and Stripe HTTP calls.

Wright Source Group

Stripe invoice automation

The end-to-end half of the same problem: connecting billing data in Google Sheets straight through to Stripe so invoices generate without anyone typing them. Naive lookup logic was creating duplicate products and prices on every run. Resolving product and price creation into one call meant each invoice item resolves to a single correct object every time, with no duplicates and no race conditions when the automation fires on overlapping triggers. Field types and awkward API response formats are handled rather than assumed.

Hands-off quote to invoice to payment, no manual entry
  • Make.com
  • Stripe API
  • Google Sheets
A Make.com scenario named Stripe Invoice Automation running Google Sheets into an array aggregator, iterators and Stripe invoice HTTP calls.

SmartCallz

Voice AI call agents across nine verticals

GoHighLevel Voice AI agents handling inbound calls for local service businesses — med spas, plumbers and others — instead of a static menu nobody finishes. We built and debugged multiple named agents across nine industry verticals, each with its own knowledge base cleaned and structured for vector store retrieval. Responses were taking 14 seconds, which on a live phone call is a hang-up; diagnosing it led us to move the architecture off OpenAI's Assistants API onto Chat Completion, bringing responses to two seconds. A post-call workflow updates the contact record automatically. We also rebuilt the website audio widget six times before cross-device playback behaved on both iOS and Android.

14s → 2s response time, fast enough to feel like a conversation
  • GoHighLevel
  • OpenAI Chat Completion
  • TTS
  • Vector store / RAG
The GoHighLevel AI agent configuration screen showing agent details, greeting message setup and a test call panel.

Jhosse Real Estate

Lead categorisation, sorted before anyone opens a laptop

An automation connecting Mojo Dialer to Monday.com so nobody sorts leads by hand. Zapier watches for tags applied to leads inside Mojo and routes each one into the correct board and group structure in Monday, so the team gets a current view of lead status without touching a spreadsheet or re-entering anything. Six conditional paths cover the tag combinations that actually occur.

Real time lead status, with manual sorting removed entirely
  • Zapier
  • Mojo Dialer
  • Monday.com
A Zapier workflow triggered by a Mojo contact update, filtering and splitting into six conditional paths that each create an item in Monday.com.

Tour Africa Network

A tour booking platform with confidentiality in the schema

A full booking platform using Airtable as the backend and Softr for the client-facing frontend. Two core tables — Tour Listings and Traveler Bookings — carry formula fields that handle pricing, availability and booking logic without manual intervention. Operator confidentiality is built into the structure, so sensitive operator details stay protected while travellers still see everything they need. The Softr frontend runs to four pages and lets people browse and book without ever touching the backend.

Self-serve booking, structured to scale as operators are added
  • Airtable
  • Softr
  • Formula fields
An Airtable base listing tour records with linked fields for accommodation, activities and dates.

03 — Sell

E-commerce & marketplaces

Shopify stores run day to day, and Amazon listings rewritten to be findable.

Official Athena

A bag brand held at six figures a year

Full operational management of the brand's Shopify presence and marketing: product listings, storefront structure, and conversion-focused improvements. The goal was consistency rather than a good season — six figures across the year, not a Christmas spike followed by a quiet March.

6 figures in annual sales, managed end to end
  • Shopify
  • Marketing
  • CRO
A Shopify admin dashboard showing sessions, conversion rate, total sales and a recent campaign.

Shopify — retained client

$10K+ a month, sustained

Day-to-day ownership of a Shopify store: product listings, storefront upkeep and conversion adjustments, with performance monitored continuously to find and fix friction in the customer journey. The result was a store that held consistent five-figure months instead of relying on occasional spikes.

$10K+ monthly revenue, month after month
  • Shopify
  • Meta
  • CRO
An analytics dashboard of pinned metrics including total sales, net sales, orders, average order value and returning customer rate.

Spectechular

Two catalogues, two buyers, one account

Amazon e-commerce operations across a mixed catalogue of organic products and consumer tech: listing creation, optimisation and ongoing storefront management for both. The two halves needed opposite treatment. Organic listings were built around trust, ingredient transparency and health-focused search terms; tech listings around specs, features and comparison-driven search behaviour. Both sides stayed accurate and compliant with Amazon's category formatting, alongside the recurring work of keeping listing health up.

Both halves competitive, in one account with opposite buyer intent
  • Amazon Seller Central
  • Shopify
  • Marketing
The Amazon Seller Central Manage Orders screen showing shipped orders.

Fragrance brand

Perfume listings rewritten to be found

Rebuilt product listings on Amazon — titles, descriptions, images and detail content — to improve discoverability and conversion inside the marketplace algorithm. Each page was re-detailed: copy restructured around search-relevant keywords, scent profiles and benefits made clear, and formatting matched to Amazon's best practice for beauty and fragrance, a category where visual scanning and trust signals carry most of the buying decision.

Findable listings, rebuilt for search and for scanning
  • Amazon Seller Central
  • Listing copy
  • Imagery
A cylindrical fragrance package photographed on a marble surface against a blue background.

02 — Build

Storefront design & redesign

Shopify builds across several verticals, each tailored to the brand rather than the theme demo.

Multiple brands

E-commerce website design

Shopify storefronts built and rebuilt for a range of brands, covering theme customisation, brand styling, full redesigns and product catalogue setup. The work spans a custom build for Celebrity Cat Shop on a heavily customised Dawn theme with its own colour system and CSS; a redesign and marketing overhaul for Spectechular; a rebrand and redesign for a chocolate detox dog brand; and further storefronts for EleasAttire and others needing redesign, product research and upload, or ongoing marketing support. Each build balances the brand's identity against a structure that converts.

Per brand not per template — colour, layout and CSS to match
  • Shopify
  • Theme customisation
  • Custom CSS
A footwear storefront homepage with a hero product image and a category grid below.

Multiple brands

Redesigns, and the product research behind them

Redesign work rarely stops at the visuals. Alongside the storefront itself, these builds included catalogue structure, product research and upload, and the marketing that had to run once the store looked right. A store that photographs well and converts badly is a failed redesign, so the structure gets as much attention as the styling.

Design + ops storefront, catalogue and the marketing behind it
  • Shopify
  • Product research
  • Meta
An apparel storefront homepage with a split hero image and a script headline over lifestyle photography.
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