Hey, I’m Andy.
I figure out why users aint using,
then create a plan to fix it fast.
When I help
Folks often hire me in the following situations. You might be in a similar one.
The situation
The mild dilemma
What I do
When revenue is behind target
You don't know if it's the product, the positioning, or the customer
Talk to the right customers, find out what's actually blocking them, tell you what to fix first
When you're seeking funding
You have a hunch about your market but can't evidence it
Build the customer insight that makes your thesis credible — in their words, not yours
When new features aren't quite landing
You built what customers asked for, not what they actually needed
Get underneath the requests to find the real job, so the next bet lands
If any of these hit home, let's chat and see if I can help :)
Values
Build like you're right, listen like you're wrong
Building great products requires a dance between certainty and curiosity. Great teams build certainty by proving themselves wrong, then build with the courage and conviction that they're right.
Better questions over better answers
Successful teams are the ones able to sit with the discomfort of asking a better question before investing in an answer.
People before technology
Companies succeed when they prioritise people over technology. The point is the people, not the technology.
Organisations I’ve worked with
Over 25 years, I've been lucky enough to work with some incredible organisations
CivTech, Scottish Government, FreeAgent, Glasgow Commonwealth Games, Royal Mail, Hiscox, NatWest, Sony, The Fringe, EIF, ScotRail, Edinburgh University, Glasgow University, Saddlers Wells.
About me
I live in the beautiful city of Edinburgh. I’ve been working in technology since 1999. My mum said that I was always bored and kept asking questions. I’m still the same.
Let’s work together
I’d love to figure out what your customers actually need.
© AndyI LTD 2026.
AndyI LTD is a limited company registered in Scotland under SC825618