Simondoesit.

I have been making digital things for a living for more than two decades, across agencies, in-house product teams and my own freelance work. Ecommerce platforms, creator tools, internal systems nobody outside the company will ever see, and a few interactive installations big enough that you could walk around inside them.

The thread through all of it is the same: take a complicated idea and turn it into something that works. Lately most of my attention goes on building my own products and on the more interesting half of the AI question, which is not what the models can do but what actually changes about how a product team researches, designs, ships and measures once they are in the room.

Before most of that, and alongside some of it, the job involved drums.