Designing and building for early-stage startups

Since late 2025 I have worked with two early-stage companies: Fanaply, a fan intelligence platform for live events, and Goodz, which makes NFC-embedded wooden cards that connect physical objects to streaming music. Both are small teams that needed CX support from strategy through to a shipped product.

Fanaply

Fanaply has recently evolved into a two-product platform: Wandr, a gamified engagement app that festivals deploy to drive attendee participation, and newly created EngageIQ, which turns that participation into sponsor reporting and audience insight. After the platform's first festival season, I worked with the founders and their development team to improve the Wandr app, grounding changes in findings from real-world use rather than assumptions.

I designed and built the company's new marketing site (fanaply.com), end to end. Grounded in the founders' strategy, I restructured the information architecture around the two-product story, and used working documents to identify what the site needed to say, and built it with Claude Code. No development team was involved.

The Fanaply marketing site: The Fan Intelligence Platform for Live Events.

I also reworked EngageIQ from an early prototype into a professional-grade product, with a cleaner interface and data stories rebuilt so each one is grounded in real data and reflects scenarios its customers actually face.

The EngageIQ product page: Transform Behavior Into Business Intelligence.

Goodz

Goodz makes tactile, sustainable music merch: wooden cards with embedded NFC chips that play any album or playlist with a tap. A consumer line lets anyone load their own mixtape, and a custom line serves artists, labels and festivals.

Early ad tests told a clear story. The ads earned clicks, but visitors landed on a rough early site and went no further. I redesigned and rebuilt the site (getthegoodz.com) around that finding, with an information architecture and flows built for visitors arriving from social ads. I created an online ordering experience for the custom line, including upload and preview of custom artwork and profit calculators to help customers determine their optimal order size.