The Lab
Small things built to learn, prove a point, or just because I was curious.
Strategy you can read about anywhere. These you can touch. Some live here, some live at the studio — all of them shipped.
Featured · one you can play with, one that might help
Watch a one-day task become a four-month project.
Every request is reasonable. The total isn't. A Slack-style retelling of a true story.
Start the project →
A quiet place to check in with yourself.
An interactive rebuild of the 0→1 product that became Australia's Biggest Mental Health Check-in — clinician-reviewed, private, free.
Try the check-in →Is your site invisible to AI search?
Paste a URL, get a deterministic 100-point score across crawler access, readability, structured data and content signals. Free, no email.
Check a score →Give AI a map of your site.
Paste a URL, get a ready-to-use llms.txt — the file ChatGPT, Claude and Perplexity look for first.
Generate one →Know what your kid's learning.
Look up any school skill — what it means, how to tell they've got it, what comes next. Free, no login, open dataset.
Explore the map →Let shoppers feel it first.
An interactive card-draw that turns a curious browser into a subscriber — a conversion pattern built inside a real store.
Pull a card →The Renovation — the same scope-creep story told for clients — lives at apelabs.au/lab. Same true story, told two ways.
Proof over promises
Want this on your team?
The Lab is where I prove the pattern. Imagine what that does pointed at your roadmap.