Writing
Notes on product, AI and growth
What I learn shipping my own apps: product decisions, AI features that hold up in production, and how small products get found.
ASO Audit: What It Includes, What It Costs, and When Your App Needs One
What a real ASO audit covers, what you should get at the end, what it costs, and the signals that say your app needs one now.
7 min read ASOASO Agency vs Freelance Consultant vs DIY: Which One Fits Your App?
Three ways to do App Store Optimization, three very different price tags. A straight comparison and a simple rule to pick.
6 min read AI productHow to Add AI to Your Mobile App Without Losing User Trust (or Your Budget)
Most AI features fail for product reasons, not model reasons. How to pick the right use case, the right model and the right safety net.
9 min read ConversionApp Onboarding That Converts: 10 Fixes Before You Touch Your Ads
Every install you pay for passes through onboarding first. Ten fixes that raise activation before you spend another euro on acquisition.
7 min read ASOApp Store Screenshots That Convert: A Practical Guide for Indie Apps
In search results, your first screenshots are your whole pitch. How to design them so people tap Get instead of scrolling past.
6 min read GrowthWhy Is My App Not Getting Downloads? 9 Causes and How to Fix Them
Live on the App Store, nobody downloading? The nine causes I check first when auditing an app, and the fix for each one.
8 min read MonetisationPaywall Checklist for Subscription Apps: 12 Things to Fix Before You Blame the Price
When a subscription app doesn't convert, founders usually blame the price. These are the twelve things I check first.
7 min read AI productHow I Built an AI Content Pipeline for a History App, With Humans in the Loop
Scripts, narration, timing and marketing video for dozens of history stories, produced by one person. What the models do, and what they never do.
8 min read GrowthApp Store Optimization for Indie Apps: A Product Owner's Playbook
When most of your installs come from App Store search, ASO is product work, not marketing. The playbook I use on my own apps.
8 min read AI productDesigning an LLM Feature Users Actually Trust: Lessons From an ADHD Task Planner
An AI feature isn't done when the model answers. It's done when users act on the answer. What I learned making AI task breakdown reliable.
7 min read