Something I built · AI product

RoastMyFlow

An AI agent that walks your website like a real customer, and tells you where it lost them.

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 CRO engagement starts the same way: I walk the client's funnel myself, as a customer would, and write down where it hurts. RoastMyFlow is that walk, made repeatable. The agent signs up, books, checks out or fills in the intake form, and reports what it found.

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 — sign-up through to checkout or booking — for the friction it reports to mean anything. Getting it to finish multi-step journeys reliably, rather than stall on the first form, was most of the build.

A real business, not a demo

The free report is a taster: no score, a couple of frictions shown, one fix. The paid tiers go deeper, and Stripe sits behind them. I built the whole thing end to end — positioning, the intake flow, the agent, the report email, pricing, the legal pages — because a product that only works as a demo teaches you nothing about running one.

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 product than any client engagement has — positioning, pricing and a support path all have to work, not just the model.

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