AI Workflow
Not a tool stack. A new way of building.
OVERVIEW
AI wasn’t the output. It was the infrastructure.
Most teams treat AI as a shortcut. This was something different: using it to rethink how a product gets built, how leads get captured, and how fast a small team can move without losing quality. Across two connected projects for Sell2Rent, AI wasn’t the output. It was the infrastructure.
ROLE
Creative Direction & AI Build
YEAR
2026
SERVICES
- AI Workflow Design
- Custom Skill & MCP Integration
- Product Strategy
STACK
PROCESS
Two tools. One connected system.
The Equity Calculator
From form to value exchange
It started as a lead capture form. The problem was the same one every form has: you’re asking for something before you’ve given anything. We rebuilt the logic from the ground up, using Claude Code and Claude for design, with creative direction and copywriting shaping the experience at every gate.
The result was an equity calculator that gives homeowners a full study of their financial situation in return for their contact information. The data exchange feels fair. The UX removed the friction that forms usually create. And the lead that comes through is warmer because they’ve already gotten something real from the brand.
RESULTS
Leads captured with less friction. Qualified faster. Tracked automatically.
Two tools. One connected system. Leads captured with less friction, qualified faster, and tracked automatically from first touch. The equity calculator turned a passive gate into an active reason to engage. The form automation removed a bottleneck that was quietly slowing everything down.
The work didn’t look like AI. That was the point.
THE PROCESS
From idea to live, one phase at a time.
Hover any step to expand the detail. Phases mark the milestones where the work turned a corner.
The idea
v1 conceptGive homeowners a self-serve tool to analyze the real financial benefits of the Sell2Rent program: equity, debt position, and what staying in the home could mean for them. The calculator would do the heavy lifting before any sales conversation.
Wireframe + first build
v1Designed the first wireframe and built the initial calculator. Hit early technical friction connecting the form to backend systems. Data passing, state management, and address lookup presented integration challenges that needed workarounds.
3+ months live on the website
v1 livePublished v1 and let it run. Collected behavioral data through Hotjar and PageSense: heatmaps, scroll depth, drop-off points, and session recordings. Let real user behavior reveal what the wireframe couldn’t predict.
Data analysis + synthesis
Studied the collected data alongside user needs and what was already working on the wider site. Consolidated the best-performing information into one place, removed friction points and content that didn’t convert, and defined what the v2 experience needed to do differently.
Rebuilt with the Anthropic suite
v2 buildStarted fresh using Claude as the core infrastructure. Built custom MCPs for data connections, defined agents to handle logic, and created skills to make the end-to-end workflow faster and repeatable. AI handled what took weeks of dev time in v1.
Internal QA + UX review
Tested internally end-to-end. Fixed logic errors, verified address data was pulling and connecting correctly from the API, and reviewed the full UX/UI: flow, labels, mobile behavior, and the lead gate experience, before any external eyes saw it.
Published
liveThe new artifact went live, a fully AI-powered lead capture calculator with real-time property data, a gated full report, automatic PDF generation, and HubSpot lead sync. Built faster, smarter, and more capable than v1 in a fraction of the time.