I am Fred. I build products end to end. First as a founder, then as a product design lead, now with agentic systems and the context they run on.
The work so far. I co-founded Henry, which became Typelane, which was acquired in 2022. I designed developer tools at Pley and rebuilt analytics tooling at GameAnalytics. Last year I left a designer role to help companies deploy AI and to experiment with midland, a context layer for AI agents.
I have been a generalist from the start. I have written code, modeled data, and worked across customer/developer relations and marketing. Design drew me because it was the discipline closest to the user, and I want to work as close to the end user as possible. That seat has moved. In agentic systems it is the context layer, not the interface: how the company's data is modeled, and whether it means the same thing to the machine as to the team. So I followed the problem.
How I think. Every handover leaks understanding, and AI allows one person or a small team to carry the problem the whole way. Adoption beats capability: tools win by meeting people where they already work. Decisions start from evidence, not opinion. AI earns trust when people can see and correct the context that shapes it.
This site is where I think out loud. The cases show the work. The notes show the thinking. I am available for consulting if your team is deploying AI.