Six pieces of work that show the pattern: a business problem nobody had specified, a system designed to fix it, and an honest account of what changed — including what I would do differently.
A conversational assistant that turns a visitor's plain-language measurement problem into a cited, technically validated recommendation — with a deterministic rule engine, not the language model, holding all recommendation authority.
Rebuilding a country corporate site from a brochure into a platform that carries product discovery, technical documentation, 3D catalogue, events and enquiry capture — and became a primary source of organic traffic and digital enquiries.
Replacing fragmented shared-mailbox enquiry handling with a centralised, automated lead workflow across Power Automate, SharePoint and Salesforce — and a lifecycle framework that finally connected a digital enquiry to its sales outcome.
An IT infrastructure operations platform that started as an internal ticketing requirement and grew into a SaaS proposition — SLA management, escalation workflows, asset inventory, monitoring and operational reporting.
Rebuilding the acquisition foundation for a travel marketplace — site architecture, technical SEO and a content programme drove 15× organic traffic growth, while GA4, Conversions API and multi-touch attribution replaced unreliable last-click reporting.
A digital engagement platform for the organisation's 20th anniversary — built on SharePoint and Microsoft 365, reaching 600+ employees, with personalised communication automated through Power Automate and no incremental software spend.