SHIPPED FOR REAL COMPANIES, AT REAL SCALE.
Almosafer — Fare Families
Customers were leaving for airline sites for refundable fares and mileage upgrades. Revenue wanted the upgrade pre-ticked; I refused the dark pattern. Across three shipped phases I made eight carriers’ fares comparable on six attributes, so travellers choose up on purpose. Worked with product, engineering and the design team.
Once a traveller has picked a flight, every extra offer is a chance to lose them. The brief was attachment rate on trip insurance, stay discounts and eSIM; placement, wording and timing were tested against booking completion, not just attach.
BUILT WITH & FOR OTHER MOMS AND WOMEN.
Each one started as my own problem. Then I took it to other moms and women — interviews, group chats, WhatsApp voice notes — to find out whether it was actually theirs too. What they said shaped the MVP: what got built, what got cut, and what shipped first.
Mother OS
Dinner, toddler, movement, outfit — decided by 6 AM. I felt this exact problem every morning, so I researched it, wrote the PRD, and built a working MVP solo in five days using Claude and Lovable. It’s still in development.
FitConnect
Mobile marketplace connecting fitness clients with personal trainers — map-based discovery, structured booking, per-booking chat, and a credit-based boost economy for trainers. Two apps, one codebase, four wearable integrations, built on Expo + Firebase.
Snap2Meal
The 6pm question, every night: what's actually in the fridge, and what can I cook with it? Snap a photo, get AI-matched meal ideas in seconds, then a real plan built from real groceries — not a recipe blog fantasy.
Little Roots
Not another preschool app. 134 curated activities supporting a child's mind, body, relationships, practical skills, creativity and values through meaningful play — informed by Montessori, Reggio Emilia, Waldorf and Forest School, tied to no single method. Discovered through a playful swipe deck or intentional search. Expo + Firebase.
