Director of Product exploring how AI can empower people to build better.

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👋 Hi I’m Emily, a Product Director exploring ethical, inclusive applications of AI. This site is where I share what I’m learning, building, and testing in public.

After building Launchling, I spent the back half of last year and the first half of this one as Director of Product at a health-tech company, building a product function from scratch. Back to building and writing here while I figure out what's next. I’ve led product teams in complex health tech environments, worked across strategy and design; I’m focussed on building tools, prototypes, and experiments at the intersection of AI, UX, and product strategy.

More about me →

Articles on Product Thinking in the Age of AI

• The Moat, Not the Feature

Why efficiency and vertical integration were never strategies, and my five-part revision of Helmer's Seven Powers for telling a real differentiator from borrowed time in the age of AI.

• Systems Thinking isn’t a Personality Trait, it’s a Habit

A CFO's year-end target, a queue that quietly dried up, and why the fix had nothing to do with either project everyone had already signed off on.

• Ship Happens: AI can give you a forecast, but it still can't make the call

What a 1944 storm and a 2026 AI model taught me about judgement, and why I still think you need a design team.

• The Role of AI in Product-Building

What I learned building an MVP using AI coding tools like Cursor: where they accelerate, where they fail, and what this means for engineering, UX, and product management. With lessons from real incidents and leading voices like Marty Cagan and Anthropic’s team, this post explores my thoughts on how the Product Trio must evolve to guide teams in an AI-augmented world.

• How I Used AI Pair Programming to Build a Robust Evaluation System (Without Vibe Coding)

How I avoided the pitfalls of “vibe coding” by combining the speed of AI with solid engineering practices like schema validation, canonical codes, CI, and a synthetic testing pipeline.

• Satirical Startups & French Pirate Founders: How Launchling Handles Absurdity by Design

Why I deliberately tried to break Launchling using bizarre and satirical prompts, from nihilist philosophers to influencer-hunting billionaires; and how the product handled it.

🌱 Featured Project: Launchling

An AI-powered tool for early-stage founders. Start with a tiny idea — get a personalised, clear plan in minutes.

Launchling was especially designed for women, creatives, and underrepresented solo founders who want to test ideas without writing code. Find out more here →

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