Something I built · AI product

RoastMyFlow

An AI agent that goes through your website like a real customer, and tells you where it got stuck.

The company

An AI agent that visits a website as a real customer would — sign-up, booking, checkout, intake forms — and reports the frictions it hits along the way, step by step, with what to fix. Built with Nazia Hassan as my partner, and launched in 2026.

The brief

Build a product that does the first hour of a CRO audit on its own.
Run it as a real paid business, not a demo.

Worked in

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What I did

The same walk I do by hand

Every conversion project starts the same way: I go through the client’s website myself, as a customer would, and write down where it hurts. RoastMyFlow is that walk, made repeatable.

An agent that has to finish the journey

A tool that only looks at the first screen is not useful. The agent has to complete the journey, from sign-up to checkout or booking, for its findings to mean anything.

A real business, not a demo

The free report is a taster: no score, a couple of problems shown, one fix. The paid tiers go deeper, with Stripe behind them. I built the whole thing end to end, with Nazia Hassan as my partner.

Inside it

What it looks like in use.

Rusty suggests three customer journeys for a candle shop: buy a gift candle, choose a gift set, join the candle club. — Rusty reads the site and suggests the journeys worth walking. Hollowbrook Candles is a demo shop we made up.

Rusty asks who to walk the site as, with three customer types to pick from. — Then you pick the customer Rusty walks the site as.

The Roast page: the moment that matters at the top, then the flow screen by screen. — The Roast page: the moment that matters first, then the flow screen by screen.

One finding on the product page: what the customer thought, the problem Rusty found and the fix. — One finding: what the customer felt, what Rusty found, and what to change.

The email saying the free roast is ready, with a preview of the site that was roasted. — The email that says the roast is ready.

What came of it

Results.

A live, paid product, not a demo

An agent service that completes multi-step journeys — sign-up, booking, checkout — and reports frictions with evidence, not guesses

A full intake-to-report pipeline with a guaranteed-delivery recovery path, so a customer is never left without a report

Figures belong to this engagement and this client. Nothing here is an average or a benchmark, and no number appears without the work behind it described above.

What I took from it

Building the tool I already used by hand taught me more about shipping a product than any client project. The positioning, the pricing and the support all have to work, not just the technology.

Want one like this, for your team?

Tell me the job you want off your team’s plate. Most of these would be a Build, at a fixed price agreed before we start.

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