Understand the work. Connect the pieces. Build something useful.
Driven by a need to solve problems, I turn complicated business needs into practical digital tools that help people get things done.
The questions come before the build.
A conversation with an owner, shop manager, dispatcher, or customer often reveals the same kinds of friction: information scattered across systems, repeated tasks consuming someone’s day, a confusing customer journey, or important knowledge living in one person’s head. Those are the connections that catch my attention.
Translation sits at the center of my work: understand the human and operational problem, describe what a useful solution needs to do, and help build it.
- What happens after someone fills out the form?
- Who handles the order?
- Where does the information go?
- What is your team still copying between systems?
- Where are customers getting confused—or simply giving up?
A practical perspective.
That perspective comes from working inside businesses. Landscaping, plumbing in San Francisco, salmon fishing in Kodiak, and lobstering in Maine shaped my early working life. Restaurant ownership, international consulting, green energy work, manufacturing, and e-commerce exposed me to different ways of organizing people, serving customers, and getting work done.
Across more than 20 years, those experiences have kept my work grounded in the realities of customers, staff, inventory, fulfillment, time, and margins.
SmoothieBox
At SmoothieBox, I helped nearly double annual revenue, expand product lines, and scale frozen DTC distribution nationwide.
E.J. Basler
At E.J. Basler, my experience spans the production floor, quality, purchasing, strategic accounts, production leadership, and managing an expansion into two manufacturing buildings totaling 100,000+ square feet.
FilmArobics
At FilmArobics, I’m helping transform a 30+ year educational business into a modern teaching platform.
Built around people.
My degree in social work adds another dimension. Systems thinking helps me see how a new tool changes the work around it: decisions, responsibilities, relationships, and daily habits.
A belief in people’s ability to learn and grow keeps the individual user in focus. Their strengths, frustrations, and confidence with technology should help shape the solution.
From understanding to implementation.
Fresh Eyes Digital applies that thinking to websites, workflows, automation, integrations, and AI-supported tools. Every project starts with a practical question: What should become easier, clearer, faster, or more reliable?
From there, the work moves into understanding the process, selecting useful technology, connecting the pieces, and testing the result with the people who will use it. Good implementation includes helping those people understand and take ownership of the new way of working.
The standard stays practical: a clearer customer experience, less repeated effort, better information, or a team that can accomplish more with confidence.
Two sides of Fresh Eyes.
Fresh Eyes Consulting →
Helps leaders diagnose and improve how the business operates.
Fresh Eyes Digital
Builds the digital tools that support the work.
Bring the problem or the possibility.
Start with what you want to improve. Together, we can work out what to build and how to make it useful.