[{"data":1,"prerenderedAt":1965},["ShallowReactive",2],{"home::{\"resolve_relations\":\"case_study_group.case_studies,work_history.roles,role.case_studies\",\"version\":\"published\"}":3},{"data":4,"headers":1942},{"story":5,"cv":1228,"rels":1229,"links":1941},{"name":6,"created_at":7,"published_at":8,"updated_at":9,"id":10,"uuid":11,"content":12,"slug":1223,"full_slug":1223,"sort_by_date":159,"position":392,"tag_list":1224,"is_startpage":104,"parent_id":392,"meta_data":159,"group_id":1225,"first_published_at":1226,"release_id":159,"lang":164,"path":159,"alternates":1227,"default_full_slug":159,"translated_slugs":159},"Home","2026-11-05T22:31:21.138Z","2026-11-05T23:45:25.364Z","2026-11-05T23:45:25.376Z",238503039565582,"5f0e4a3e-7f6c-487e-9c25-432c9720f1ae",{"_uid":13,"body":14,"component":1222},"cd28c4d6-72d8-4e3e-a1cb-831050bc9204",[15,40,396,616,1197],{"_uid":16,"text":17,"links":30,"headline":38,"component":39},"4dc59b47-7a2f-42f7-85f2-dc65f2b595c0",{"type":18,"content":19},"doc",[20,26],{"type":21,"content":22},"paragraph",[23],{"text":24,"type":25},"I work across product, service design and software. A lot of my best work starts with someone asking for one thing and needing another: 3D automation that was really a quoting problem, a website redesign that was really a service problem. I get close to the people doing the work, agree a direction, then build it, usually with my own hands on the code.","text",{"type":21,"content":27},[28],{"text":29,"type":25},"I'm based in Sheffield and currently Tubr's fractional CPO. The work I want more of comes in two flavours: helping established businesses modernise how they work, and taking new ideas from nothing to a working product.",[31],{"_uid":32,"link":33,"label":36,"component":37},"3ccce97b-4066-4ce9-859e-86c19024234e",{"email":34,"linktype":35},"martinalcock84@gmail.com","email","Email me","link","I work out what the problem actually is, then build the thing that fixes it.","intro",{"_uid":41,"intro":42,"heading":43,"component":44,"case_studies":45},"5d2e99f3-7af8-4464-ab55-2a3af02335fd","Businesses that already work, and need to work better. The answer usually starts with the people doing the job.","Modernising established businesses","case_study_group",[46,166,224,286,341],{"name":47,"created_at":48,"published_at":49,"updated_at":50,"id":51,"uuid":52,"content":53,"slug":157,"full_slug":158,"sort_by_date":159,"position":160,"tag_list":161,"is_startpage":104,"parent_id":162,"meta_data":159,"group_id":163,"first_published_at":49,"release_id":159,"lang":164,"path":159,"alternates":165,"default_full_slug":159,"translated_slugs":159,"_stopResolving":110},"HomeServe: boiler quoting","2026-11-05T22:46:40.588Z","2026-11-05T23:19:35.917Z","2026-11-05T23:19:36.378Z",238506805634706,"bec762fe-eb87-42ac-8151-7123d368c7c1",{"_uid":54,"body":55,"title":47,"period":143,"my_role":144,"sectors":145,"summary":147,"question":148,"component":149,"work_type":150,"capabilities":151,"organisation":156},"88028221-4646-43a5-b297-c98707f26496",[56,70,92,97,119,128,134],{"_uid":57,"text":58,"heading":68,"component":69},"72713d46-600f-4842-9a04-0d403ac12058",{"type":18,"content":59},[60,64],{"type":21,"content":61},[62],{"text":63,"type":25},"HomeServe came to us with two problems it had already spotted. Surveys were coming back incomplete or wrong, so an engineer would turn up to fit a boiler and find something that stopped the job. That wastes a day and leaves the customer unhappy. Separately, too few quotes were turning into sales.",{"type":21,"content":65},[66],{"text":67,"type":25},"I started with the senior people who ran the service, to understand how quoting was meant to work and where they thought it was breaking.","The problem","text_section",{"_uid":71,"items":72,"heading":90,"component":91},"b5abf25c-c855-4657-b983-b66f49c98d3c",[73,78,82,86],{"_uid":74,"text":75,"title":76,"component":77},"8bede69f-4c8b-4cc9-99ba-f8e21f01b550","Discovery with senior stakeholders on the quoting process and the problems they could already see.","Talk to the people who run it","step",{"_uid":79,"text":80,"title":81,"component":77},"3b55bbfd-fd14-433f-bc59-a32c1e0479e5","I booked a boiler quote at my own house, so I could see the service from the sofa.","Become the customer",{"_uid":83,"text":84,"title":85,"component":77},"a5709514-b7a2-4aa4-8415-5c47171ffcf7","A guided survey for the surveyor, and a choice of boilers for the customer.","Design the app",{"_uid":87,"text":88,"title":89,"component":77},"0e663a52-dc66-43ed-b11c-268f446f6927","I designed and built the app's front end myself, including the final screen where the customer chooses their boiler.","Build the front end","How it unfolded","steps",{"_uid":93,"text":94,"label":95,"component":96},"9abcd986-dec3-4a76-8aa3-f48e130816e6","The surveyor spent the visit tapping through an iPad and muttering under their breath, then told me which boiler I'd be getting. I couldn't see the reasoning, and I wasn't offered a choice. As the customer, I just had to trust it.","What I saw","insight",{"_uid":98,"heading":99,"options":100,"decision":112,"component":118},"1916567d-7983-4893-a934-9c8ae0fc54ad","One boiler, or a choice?",[101,107],{"_uid":102,"name":103,"chosen":104,"component":105,"description":106},"ee101bb0-7eea-4e0d-9def-41d08ee730a5","Prescribe one model",false,"option_item","How the service worked at the time. Simple, but the customer can't see why, and has nothing to say yes to except the price.",{"_uid":108,"name":109,"chosen":110,"component":105,"description":111},"97951e29-445a-4f2c-9aaa-f91fdd97c489","Show every boiler that suits the house",true,"Use the survey answers to work out which boilers fit, and let the customer pick.",{"type":18,"content":113},[114],{"type":21,"content":115},[116],{"text":117,"type":25},"We gave the customer the choice. The final screen shows the range of boilers that suit the house, and the customer picks the one they want.","options_considered",{"_uid":120,"text":121,"heading":127,"component":69},"ec7719d6-2130-42b4-81d4-08f7feb2ea69",{"type":18,"content":122},[123],{"type":21,"content":124},[125],{"text":126,"type":25},"The same app turned installation specifications and rules into a guided survey. Surveyors had to ask and record what the installation needed: things like the length and bends of the gas pipe route, or where the flue would exit and what clearances it had. The aim was simple. The engineer shouldn't arrive on the day and find out the survey was wrong.","Guardrails for the surveyor",{"_uid":129,"basis":130,"label":131,"value":132,"component":133},"7e36f422-40ce-41a5-ba1e-36136b5667fc","Reported outcome. I attribute it to the customer-choice screen. The baseline, timeframe and measurement method aren't recorded, and it wasn't a controlled test.","uplift in sales conversion","50%","metric",{"_uid":135,"text":136,"heading":142,"component":69},"6246aab5-c1b6-446b-8312-98b2d5fa61c4",{"type":18,"content":137},[138],{"type":21,"content":139},[140],{"text":141,"type":25},"How the 50% was measured, and whether the guided survey cut the number of installations that couldn't be finished. As far as I know, nobody measured the second one.","What I'd still want to know","","Discovery, service design and front-end development, at Razor",[146],"home-services","HomeServe already knew its surveys were unreliable and its quotes weren't converting. I booked a boiler quote at my own house to see why, then designed and built the front end of the app that came out of it.","Why were boiler quotes going wrong, and not turning into sales?","case_study","modernisation",[152,153,154,155],"discovery","service-design","product-design","front-end","HomeServe","homeserve-boiler-quoting","work\u002Fhomeserve-boiler-quoting",null,-60,[],238506020350277,"8609c1c7-9f4a-409a-8f23-731d1ef78a3c","default",[],{"name":167,"created_at":168,"published_at":49,"updated_at":169,"id":170,"uuid":171,"content":172,"slug":218,"full_slug":219,"sort_by_date":159,"position":220,"tag_list":221,"is_startpage":104,"parent_id":162,"meta_data":159,"group_id":222,"first_published_at":49,"release_id":159,"lang":164,"path":159,"alternates":223,"default_full_slug":159,"translated_slugs":159,"_stopResolving":110},"Fixie: time to quote","2026-11-05T22:46:14.869Z","2026-11-05T23:19:36.224Z",238506700289677,"00acd8dd-3edd-4b1b-9fbb-133a85b3d1f3",{"_uid":173,"body":174,"title":167,"period":143,"my_role":211,"sectors":212,"summary":213,"question":214,"component":149,"work_type":150,"capabilities":215,"organisation":217},"5585373e-9a89-4f2f-97a3-b7fc1a5b58f3",[175,184,188,206],{"_uid":176,"text":177,"heading":183,"component":69},"121ff664-6ea0-4956-a3b1-fea049ff5e5d",{"type":18,"content":178},[179],{"type":21,"content":180},[181],{"text":182,"type":25},"Fixie came to us asking for automated preparation of 3D models. It's a reasonable thing to want, and a hard technical problem.","The request",{"_uid":185,"text":186,"label":187,"component":96},"0b5a709e-ba77-4f74-b57e-2c92fe009141","Model preparation was one step standing between a customer and what they wanted, which was a quote. The client had asked for a technical fix. The problem was human-shaped: someone was waiting.","What I noticed",{"_uid":189,"heading":190,"options":191,"decision":200,"component":118},"aaa57dff-c299-41de-89b3-42e2da54d0eb","Fix the step, or fix the wait?",[192,196],{"_uid":193,"name":194,"chosen":104,"component":105,"description":195},"6740f2e0-4652-4e4d-bd9c-63e3f4515bd9","Automate model preparation","The original request. Hard to do well, and it only speeds up one part of the journey.",{"_uid":197,"name":198,"chosen":110,"component":105,"description":199},"fcd60eef-8301-492c-bed8-f49089fc7884","Redesign quoting around time to quote","Treat the whole quoting service as the thing to improve, measured by how long the customer waits.",{"type":18,"content":201},[202],{"type":21,"content":203},[204],{"text":205,"type":25},"We redesigned the quoting service and platform around time to quote.",{"_uid":207,"basis":208,"label":209,"value":210,"component":133},"7f40a28a-1a7c-4adc-be8e-5c5d339f2670","Reported outcome of the redesigned quoting service. How and over what period it was measured isn't recorded.","time to produce a quote","6 hours → under 5 minutes","Problem framing and service redesign, at Razor",[],"The request was technical. The problem was how long a customer waited for a quote. Reframing the work around that took quoting from six hours to under five minutes.","They asked for automated 3D model preparation. What did they actually need?",[152,153,216],"product-direction","Fixie","fixie-time-to-quote","work\u002Ffixie-time-to-quote",-20,[],"ec59e576-7b6b-4a0e-9b62-89b0b425bed6",[],{"name":225,"created_at":226,"published_at":49,"updated_at":227,"id":228,"uuid":229,"content":230,"slug":280,"full_slug":281,"sort_by_date":159,"position":282,"tag_list":283,"is_startpage":104,"parent_id":162,"meta_data":159,"group_id":284,"first_published_at":49,"release_id":159,"lang":164,"path":159,"alternates":285,"default_full_slug":159,"translated_slugs":159,"_stopResolving":110},"Doxzoo: V3","2026-11-05T22:46:16.188Z","2026-11-05T23:19:36.298Z",238506705696399,"c7d5daa7-2f20-429b-84a9-db0e5465d420",{"_uid":231,"body":232,"title":225,"period":270,"my_role":271,"sectors":272,"summary":274,"question":275,"component":149,"work_type":150,"capabilities":276,"organisation":279},"9fbe5b48-7640-4ca0-99e1-52935508257d",[233,253,257],{"_uid":234,"items":235,"heading":252,"component":91},"3e2b8d4f-1dcf-4078-ac40-5bf378a115ea",[236,240,244,248],{"_uid":237,"text":238,"title":239,"component":77},"1fcaafaf-b936-492a-8f7d-97010c89b0fd","Surveys, post-purchase data, funnel analysis and walkthroughs of the site, organised into four journey themes.","Prepare the evidence",{"_uid":241,"text":242,"title":243,"component":77},"584606fd-86ba-497a-a747-10c413e77c55","A full-day workshop with about eight senior leaders across CEO, operations, IT, finance and marketing.","A day with leadership",{"_uid":245,"text":246,"title":247,"component":77},"68f9073f-882c-4ba7-be1d-d50ab8b51b93","Current-state journeys, so we could see where things actually went wrong.","Map what happens now",{"_uid":249,"text":250,"title":251,"component":77},"4c934166-0757-49dd-ab5e-2f8e0bc0c8d0","Four information-architecture options, co-designed and tested against production, pricing and delivery constraints, with a recommendation.","Propose and compare","Getting to a direction",{"_uid":254,"text":255,"label":256,"component":96},"c158513c-7038-48c1-afdc-9440df750749","Some of what looked like design problems were really problems with the service model underneath. Mapping the journeys made it possible to tell the two apart, and that changed what the redesign was for.","What came out of it",{"_uid":258,"text":259,"heading":269,"component":69},"303d13c6-8f14-4173-a711-9a321acf4c83",{"type":18,"content":260},[261,265],{"type":21,"content":262},[263],{"text":264,"type":25},"Leadership signed off the direction. I delivered reusable product-page specifications, components, acceptance criteria and competitor analysis for development.",{"type":21,"content":266},[267],{"text":268,"type":25},"I was then kept on for front-end delivery, using AI-assisted development with a DESIGN.md file holding the design guardrails, and deploying on every commit to main. The process was deliberately as light as the project needed. I now work with them on a consultative basis.","Handing it over","2026","Service and product designer, freelance",[273],"print-ecommerce","Doxzoo, a profitable online print platform, wanted a V3 redesign. The first job was helping its leadership separate the problems an interface could fix from the ones it couldn't.","Is it the website, or is it the service?",[152,277,153,154,155,278],"facilitation","ai-assisted-delivery","Doxzoo (Greens Digital)","doxzoo-v3","work\u002Fdoxzoo-v3",-40,[],"89460344-8233-4dcc-9a5b-9cde6483724a",[],{"name":287,"created_at":288,"published_at":49,"updated_at":289,"id":290,"uuid":291,"content":292,"slug":335,"full_slug":336,"sort_by_date":159,"position":337,"tag_list":338,"is_startpage":104,"parent_id":162,"meta_data":159,"group_id":339,"first_published_at":49,"release_id":159,"lang":164,"path":159,"alternates":340,"default_full_slug":159,"translated_slugs":159,"_stopResolving":110},"Sheffield Forgemasters: discovery","2026-11-05T22:46:15.514Z","2026-11-05T23:19:36.261Z",238506702927502,"788ec8bb-e993-4037-94c2-340b5cec8d04",{"_uid":293,"body":294,"title":287,"period":143,"my_role":328,"sectors":329,"summary":331,"question":332,"component":149,"work_type":150,"capabilities":333,"organisation":334},"6e356ee1-ae8f-44f7-9977-a3308c912cfc",[295,314,319],{"_uid":296,"items":297,"heading":90,"component":91},"3480b875-2bad-4708-93fd-19a351b0f64c",[298,302,306,310],{"_uid":299,"text":300,"title":301,"component":77},"85a3f072-7c52-46b3-8dd9-227cec880cbe","I facilitated a workshop with senior management about where the business could go.","A future-vision workshop",{"_uid":303,"text":304,"title":305,"component":77},"0d33030a-7afc-40c3-99bc-c04c45b626d6","I made and narrated a playful story-style video showing one possible future for Forgemasters. That's what secured the wider discovery.","A story about the future",{"_uid":307,"text":308,"title":309,"component":77},"f516a58a-19ae-4033-9525-9232a6fb1643","I led a team of six. We engaged more than 200 people, from steelworkers on the shop floor to the C-suite, to understand how the operating model actually worked.","Three months on site",{"_uid":311,"text":312,"title":313,"component":77},"fa03d9e2-f498-4b39-94f8-11c32a06a1f7","We delivered a future-state vision of services, applications and technologies at board level.","A vision for the board",{"_uid":315,"basis":316,"label":317,"value":318,"component":133},"a543fc88-5cf8-4b44-99f7-97d3f46cba3c","Count of people involved in the discovery. It measures reach, not outcome.","people engaged, from shop floor to C-suite","200+",{"_uid":320,"text":321,"heading":327,"component":69},"31f8a40e-acd0-4dc4-90c1-7cee8fb462d7",{"type":18,"content":322},[323],{"type":21,"content":324},[325],{"text":326,"type":25},"The proposal that followed didn't go ahead, so there's no transformation to show here. What there is: how we won the work, and how a team of six got to grips with an operating model that size in three months.","What happened next","Discovery lead, at Razor",[330],"manufacturing","A workshop and a short story-style video won a three-month discovery across Sheffield Forgemasters. We spoke to more than 200 people, from the shop floor to the CEO, and took a future-state vision to the board. The proposal didn't go ahead.","How do you understand how a steelworks really runs?",[152,277,153],"Sheffield Forgemasters","forgemasters-discovery","work\u002Fforgemasters-discovery",-30,[],"1e5312aa-5761-431a-bbd3-9c5b3f8f11bb",[],{"name":342,"created_at":343,"published_at":49,"updated_at":344,"id":345,"uuid":346,"content":347,"slug":390,"full_slug":391,"sort_by_date":159,"position":392,"tag_list":393,"is_startpage":104,"parent_id":162,"meta_data":159,"group_id":394,"first_published_at":49,"release_id":159,"lang":164,"path":159,"alternates":395,"default_full_slug":159,"translated_slugs":159,"_stopResolving":110},"Viadex: one view of the estate","2026-11-05T22:46:13.524Z","2026-11-05T23:19:36.096Z",238506694772363,"580591c4-e5bf-4209-a057-095e5cb06ab7",{"_uid":348,"body":349,"title":342,"period":381,"my_role":382,"sectors":383,"summary":385,"question":386,"component":149,"work_type":150,"capabilities":387,"organisation":389},"9ffa990d-f0ee-42e5-b6a6-32bf9b97f9ec",[350,359,372],{"_uid":351,"text":352,"heading":358,"component":69},"a50b5629-6b43-4450-b089-583574c29af6",{"type":18,"content":353},[354],{"type":21,"content":355},[356],{"text":357,"type":25},"Viadex manages ICT for its customers. It wanted those customers to have one place to see their hardware, software and associated systems.","The brief",{"_uid":360,"text":361,"heading":371,"component":69},"8a70dd18-11eb-4443-b662-099e4f452c0e",{"type":18,"content":362},[363,367],{"type":21,"content":364},[365],{"text":366,"type":25},"We had somewhere between three and six months and a tight deadline, so there wasn't room for much discovery up front. We worked out the requirements during delivery.",{"type":21,"content":368},[369],{"text":370,"type":25},"I led discovery and design, was the main contact with the client, and owned the product decisions. The team built it.","Working without a full spec",{"_uid":373,"text":374,"heading":380,"component":69},"c974596a-20b9-4f94-9210-8c50ab7daad5",{"type":18,"content":375},[376],{"type":21,"content":377},[378],{"text":379,"type":25},"Viadex took the platform in-house. I believe it's still in use, but I can't confirm that.","Afterwards","c. 2024","Solution Director, at Razor",[384],"ict-managed-services","A customer-facing platform that gives Viadex's managed-service customers a single view of their ICT hardware and software. Delivered in a few months, with the requirements worked out along the way.","How do you give managed-service customers one view of everything they own?",[152,216,154,388],"technical-leadership","Viadex","viadex-ict-platform","work\u002Fviadex-ict-platform",0,[],"3ade23af-6206-48d4-a3a9-5561e11b8960",[],{"_uid":397,"intro":398,"heading":399,"component":44,"case_studies":400},"6170fb6e-af21-479b-be5f-ac5c5562b3ce","New products, from an idea to something people can use.","From 0 to 1",[401,487,536],{"name":402,"created_at":403,"published_at":49,"updated_at":404,"id":405,"uuid":406,"content":407,"slug":481,"full_slug":482,"sort_by_date":159,"position":483,"tag_list":484,"is_startpage":104,"parent_id":162,"meta_data":159,"group_id":485,"first_published_at":49,"release_id":159,"lang":164,"path":159,"alternates":486,"default_full_slug":159,"translated_slugs":159,"_stopResolving":110},"Tubr: from chat to feed","2026-11-05T22:46:41.269Z","2026-11-05T23:19:36.418Z",238506808432275,"01c51406-a99d-42f9-8168-55e65c8d95d4",{"_uid":408,"body":409,"title":402,"period":472,"my_role":473,"sectors":474,"summary":476,"question":477,"component":149,"work_type":478,"capabilities":479,"organisation":480},"66112eb7-9166-4541-aefd-e076869736f5",[410,419,423,441,450,463],{"_uid":411,"text":412,"heading":418,"component":69},"06d4b7cd-06e1-467f-a8ce-a5c9e9f4a9e9",{"type":18,"content":413},[414],{"type":21,"content":415},[416],{"text":417,"type":25},"When I joined, the app was chat-first: you asked it questions about your forecast. In my first six weeks I rebuilt and replatformed the customer experience, in time for a launch in the UK and US.","The starting point",{"_uid":420,"text":421,"label":422,"component":96},"8f5d3561-ef7d-4808-bc1e-56106ee78f97","I spent a lot of time talking to people who work in hospitality about their day and how a prediction would change what they did. People running a venue are busy. They want to glance at what's coming, not start a conversation to find out.","What I heard",{"_uid":424,"heading":425,"options":426,"decision":435,"component":118},"2df1ad9e-ae33-40ac-9c89-57d66b5c52e8","Chat or feed?",[427,431],{"_uid":428,"name":429,"chosen":104,"component":105,"description":430},"ba1cbf97-01ef-4ed4-8627-c0841810b3d0","Chat-first","The existing approach. Flexible, but the user has to know what to ask.",{"_uid":432,"name":433,"chosen":110,"component":105,"description":434},"f84af6c1-d9cc-44fe-9945-3ebc8ec3bc5f","Information-first feed","Push insights to the user as a feed, with a dashboard view of what's coming.",{"type":18,"content":436},[437],{"type":21,"content":438},[439],{"text":440,"type":25},"I chose the feed. It puts the information in front of people instead of making them ask for it. Later I built it into a system of record: people can comment on forecasts and look back at what actually happened.",{"_uid":442,"text":443,"heading":449,"component":69},"96dd32d6-f7ae-4035-ac52-d4c793c91ae6",{"type":18,"content":444},[445],{"type":21,"content":446},[447],{"text":448,"type":25},"I designed the data model for a multi-tenant feed across companies and their outlets, so the right people see the right insights by user, role, outlet and company. Per-user state lives apart from the generated content, so regenerating an insight can't wipe out someone's comments.","Making the feed work",{"_uid":451,"text":452,"heading":462,"component":69},"7fda646b-1224-4683-9a91-8976a6a82c05",{"type":18,"content":453},[454,458],{"type":21,"content":455},[456],{"text":457,"type":25},"When I arrived, deploying the infrastructure meant running Terraform from someone's laptop. I've been moving deployment into the merge process. The newer parts of the infrastructure now build a preview environment for each pull request, and tear down any that haven't merged after seven days.",{"type":21,"content":459},[460],{"text":461,"type":25},"I lead a lead data scientist and an ML engineer, and still ship front-end and back-end code myself. I've moved the team onto AI-native ways of working, including agentic workflows for parallel development and bug fixing, and added PostHog instrumentation so we can see how the app is used.","How the team ships",{"_uid":464,"text":465,"heading":471,"component":69},"1f2acc3b-e804-47cf-ae42-d550bb863744",{"type":18,"content":466},[467],{"type":21,"content":468},[469],{"text":470,"type":25},"Still early. We're working towards launch, partners are coming on board, and the first customer found us on their own.","Where it is","2026–present","Fractional Chief Product Officer",[475],"hospitality","Tubr uses machine learning to predict trade for hospitality businesses. 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