Projects, built end to end
A handful of the systems I've built from zero — for ETERA and Aubricks, for freelance clients, and for my own family. Each one started as a mess or a gap, and ended as something that actually runs.
Building a brand's digital foundation from zero
No real website, no structured product catalogue — bricks, blocks and pavers existed only as inconsistent factory-side data.
Built the site and ecommerce system on WordPress/WooCommerce from scratch, and standardised naming, categories and specs across the full range.
A live, structured site customers can actually browse — and the foundation everything else (CRM, SEO, B2B tools) is now built on.
Growing a sister brand without cannibalising the first
Launching a second brand next to ETERA risked splitting traffic and confusing both brands' SEO footprints.
Rebuilt the site and planned how content and traffic move between the two brands, using Aubricks' visibility to feed ETERA rather than compete with it.
Aubricks ranks on its own terms, while sending qualified traffic toward ETERA — two brands working as one system.
Making "what's the difference?" a self-serve answer
With multiple series, colours and finishes across Bricks and Pavers, customers kept calling to ask how two products actually differed instead of finding out for themselves.
Built Compare Bricks and Compare Pavers — tools that let customers select products and see specs, dimensions and finishes laid out side by side.
A live tool that lets customers reach their own decision, cutting down on the "what's the difference" calls before they even happen.
Turning "how much do I need?" into an instant answer
Working out how many bricks, pavers or blocks a project needed was a common point of friction before a customer even got to requesting a quote.
Built the Brick Calculator and Paver Calculator — customers enter their area or coverage details and get an instant estimated quantity.
A live, self-serve step that gets customers to a working estimate before they ever pick up the phone.
Turning a paper credit process into a working system
Trade credit applications ran entirely on paper — slow to process and impossible to search or audit once filed.
Built a B2B trade credit approval system as a PWA: online applications, membership tiers, approvals, mobile e-signatures and automatic filing.
Replaced the paper process end to end — faster approvals and a full digital audit trail.
Automating a job that used to take hours
Estimating masonry and paving quantities from NZ building consent PDFs was slow, manual, and inconsistent between estimators.
Built a tool that automatically recognises building plans and drawings, running a dual-channel quoting flow — AI-driven digital estimation alongside a manual entry path — so nothing gets stuck waiting on the model.
First working version complete and running at roughly 88–90% accuracy internally, currently in beta testing and still being refined.
A clinic site that had to get the wording right
Needed a website and online booking, but healthcare marketing in NZ comes with ACC compliance rules on what you can claim.
Wrote and built the site with ACC-compliant copy throughout, and configured a customised booking plugin.
A compliant, fully functioning clinic site with live online booking — accurate and safe from claims the industry can't make.
A proper online presence for a trades business
A large product range across Tube & Fittings, Kwikstage, Ringlock, Falsework and Propping, with no site to organise it or build credibility.
Built a full WordPress/Elementor site with clear category pages, a "Why choose us" section, and fast quote and contact paths.
A live, professional front door — ten-plus product systems and a hundred-plus equipment lines, all browsable.
Turning a florist's craft into an online store
A boutique Auckland florist needed a proper online store — same-day delivery, clear product collections, and checkout — not just an Instagram page and DMs.
Built an ecommerce site structured around Signature, Everyday and Seasonal & Event bouquets, plus add-ons and care tools, with same-day Auckland delivery and a free-delivery threshold built into the shopping flow.
A live store where customers can browse, customise and check out directly — handling everyday bouquet orders and bespoke event florals side by side.
Bringing the same thinking home
My kid needed a way to explore his interests — nature, animals, facts — that was actually fun to come back to.
Built Nature Explorer: bite-sized facts from NASA and National Geographic, organised into topics, paired with quizzes and a "Mystery Creature" game, with parent-set rewards.
An app that's actually used — proof the instinct to build the missing thing doesn't switch off at home.