Rob Smith
Builder · A talent for systems thinking
Rob spent 15 years in enterprise transformation, most of it replacing the HR systems
large organisations run on. He led the redesign, ran the implementation and testing, and
got thousands of people using it.
He builds the same way now. One system that runs a whole trade, rather than another
single-purpose tool that leaves you to join it up yourself.
Outside work he stays active, and he's a big rugby fan.
Carolina Smith
Builder · A talent for product design
Carolina designs for a national retailer, on the pages people buy from. She works out
what makes someone click, hesitate or leave, then fixes it.
She trained through the Memorisely UI/UX bootcamp and has drawn all her life. She has a
sharp eye for design patterns, and she's the one who spots a screen quietly working
against the person using it.
She's a qualified personal trainer too. That's where PrimedLog started, and it's why she
knows what a workout app gets wrong.
See Carolina's design portfolio →