Alister Wood

Opportunity: Businesses wanted to move away from paper sign in books and adopt a more professional, modern visitor experience.

Approach: Designed and built the entire VisitUs system from the ground up, including the product, platform and supporting workflows, with a focus on simplicity, reliability and rapid deployment across customer sites.

Impact: Helped establish VisitUs as a differentiated product in the market and supported growth to more than 750 paying customers operating globally.

Opportunity: Customers increasingly wanted access to selected premium capabilities without upgrading to a higher subscription tier.

Approach: Led the strategy, design and rollout of modular pricing and self-service subscription management to align pricing with customer usage patterns.

Impact: Increased product adoption through module expansion and additional locations. Following launch, VisitUs recorded a monthly high of 40 new customers and received consistently positive feedback on the pricing flexibility.

Opportunity: VisitUs needed a defensible organic acquisition channel for high-intent buyers researching visitor sign-in systems before they were ready to speak with sales.

Approach: Designed and built Visitor Management Directory from the ground up using Cloudflare Workers, D1 for structured product data and R2 for product imagery. The directory gives buyers one place to compare visitor management systems like for like, including vendor capabilities, positioning and review summaries.

Impact: Created a lead generation asset for VisitUs that is being built into the one-stop reference point for visitor sign-in systems, with review summaries that explain what each product does well and where customers report weaknesses. The long-term goal is to become the source of truth that Google, AI tools and buyers reference when evaluating the category.

Opportunity: VisitUs needed a scalable way to generate more qualified inbound leads while reducing reliance on paid acquisition.

Approach: Designed and built a self-service sign in book template generator that gave website visitors a useful custom template in exchange for their email, then optimised the page for high-intent organic search terms.

Impact: Ranked #1 on Google in the US for target search terms and generated more than 1,000 high-intent leads in six months.

Opportunity: Platform performance and infrastructure costs were increasingly impacted by peak customer load across high-demand endpoints.

Approach: Led the move toward a containerised application deployed across multiple regions, offloading high-demand endpoints from core web infrastructure and connecting directly to the application database.

Impact: Reduced production server load, improved platform resilience and created a migration path expected to save VisitUs roughly $50k per year once fully implemented.

Opportunity: Teachers were spending hours writing student reports that needed to remain personalised while complying with curriculum and reporting standards.

Approach: Designed and built Report Wizard to generate tailored report comments, with SEO-led acquisition, automated onboarding and Stripe billing built into the product from launch.

Impact: Reduced report preparation from hours to minutes, attracted more than 500 teachers, ranked #1 in Australia for high-intent AI school report search terms and grew with zero paid acquisition.

Opportunity: Manual operational work was slowing down customer support and making it harder to maintain visibility across requests, updates and reporting.

Approach: Designed and built Virgil, an internal AI assistant that connected internal systems and automated Jira ticket logging, daily updates and monthly reporting.

Impact: Reduced manual effort by approximately one hour per support team member per day, improved ticket tracking in Jira and created a foundation for ongoing workflow automation.

Opportunity: Returning visitors were repeatedly entering the same information across different customer locations, creating unnecessary friction in the sign-in experience.

Approach: Designed and built a visitor mobile experience that retained user details and used location awareness to streamline repeat sign ins across VisitUs locations.

Impact: Reduced sign in time by approximately one minute per visit and created an additional acquisition channel as users introduced VisitUs to other workplaces.

Opportunity: VisitUs needed reliable insight into how prospective customers moved through the website and where conversions were being lost. Existing CRO platforms relied heavily on consent-based tracking, which created large gaps in data quality.

Approach: Designed and built Conversion Booster to capture privacy-conscious behavioural signals without relying on consent banner acceptance, creating a unified view of visitor journeys and optimisation opportunities.

Impact: Created a single source of truth for conversion tracking and live visibility into visitor behaviour. Conversion improvements increased the highest-performing landing page by 77% and a second landing page by 17%.

Opportunity: A static portfolio could show past product and growth work, but it did not create a memorable way for potential customers, collaborators or employers to experience the kind of product thinking behind it.

Approach: Designed and built Startup Simulator as an interactive browser app that turns startup decision making into a playable experience, creating a stronger reason to engage, share and start a conversation than a conventional case study page.