FBMacagba

London based digital product builder

Ferdinand Macagba

AI-assisted application developer with product judgment, responsible AI discipline and live shipped work.

I research the problem, define requirements, specify the workflow and direct every revision. AI assists implementation. I own the product decisions, review and release.

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About Me

From Operations to AI-Assisted Application Development

I spent over a decade in hospitality and remote operations — managing e-commerce fulfilment, coordinating distributed teams, and solving real business problems under pressure. That career taught me what organisations actually need from software: tools that work reliably, workflows that reduce friction, and systems built for the people who use them daily.

Since 2023, I have been building production applications using a structured, human-led process: I research the problem, define requirements, design the workflow, and specify every decision — AI assists implementation, I own the product. This means every application starts with a PRD, progresses through defined stages, and ships only after review, testing, and iteration.

I take responsible AI seriously as engineering discipline. Every application I build applies input validation, human approval gates, output verification, and least-privilege permission controls. I hold a certification in Managing AI Governance with ISO 42001 and a Diploma in Applied Generative AI.

Current focus: SaaS platforms, e-commerce and AI-enabled applications — built for real users and real business problems.

10+

Years Client Experience

6

Live Projects Deployed

10+

Tech Certifications

London

Based in UK

My Process

My Development Process

AI assists research, planning and implementation. I remain responsible for the product decisions, requirements, workflow, testing, risk controls and release approval.

01

Problem Research

02

Idea Development

03

Product Planning

04

Requirements (PRD)

05

Tech Decisions

06

Workflow Definition

07

AI-Assisted Build

08

Review & Testing

09

Iterative Development

10

MVP Approval

11

Feature Planning

12

Application Lifecycle

13

Responsible AI Controls

14

Input Validation

15

Human Approval Gates

16

Version Control & Continuity

Process in Practice

Case Study — BytesCRM

Building a Multi-Tenant CRM

ProblemAgencies managing leads across scattered spreadsheets, email threads and disconnected SaaS tools — no single source of truth.
ResearchIdentified need for a centralised CRM with automation, multi-tenant data isolation, and role-based access — not a generic off-the-shelf tool.
Requirements (PRD)Defined 5 core data types: contacts, leads, deals, subscribers, tasks. Specified admin dashboards, billing integration, and per-agency data isolation.
Architecture DecisionMulti-tenant with hard data isolation per agency. Next.js frontend, Node.js API layer, SQLite with per-tenant scoping, Cloudflare deployment.
AI-Assisted ImplementationScaffolded each module with AI assistance → reviewed output → identified gaps → specified corrections → retested. Human sign-off at each module before moving on.
Responsible AIAutomation guardrails: user-defined rules only — AI does not make business decisions. Permission controls: least privilege per role. Data isolation enforced at query level.
IterationMultiple revision rounds on dashboard layouts, automation workflow logic, and billing integration — each iteration driven by a specific gap or test failure.
MVPCore CRM pipeline + agency dashboards + basic automation rules. Deployed. Feature planning for next cycle already documented.

Case Study — Pivot Parlor

AI-Powered Booking for Salons

ProblemSalons and barbershops need online booking but Fresha takes commission, Booksy charges monthly subscriptions — neither model fits micro-businesses.
ResearchMarket gap: no low-cost one-time-setup model with commission only on completed bookings. Commercial decision: £100 setup + 10% commission — zero monthly cost to partner.
AI IntegrationAI generates branded booking pages for each partner — reduces onboarding friction significantly. Staff review required before any page goes live.
Responsible AI ControlsInput validation on all booking form fields (type, format, length — reject unexpected inputs). AI-generated pages reviewed by staff before publishing (human approval gate). Output verification: pages checked against brand requirements. Rollback: previous page version can be restored instantly.
ArchitectureMulti-tenant booking engine: each salon has isolated schedule, staff roster, and customer data. No cross-tenant data access by design.
IterationPost-launch additions driven by real partner feedback: SMS and email reminders, waitlist management, QR booking links — each specified, reviewed, and tested before release.

Portfolio

Featured Projects

Human-led, AI-assisted applications built through structured requirements, workflow design and iterative development.

Case Studies

BytesCRM

LeadGen & CRM Multi-Tenant Platform

Problem

Agencies managing leads across scattered spreadsheets and disconnected tools — no single source of truth, no automation.

Solution

Centralised multi-tenant CRM with 5 data types (contacts, leads, deals, subscribers, tasks), admin dashboards, automation workflows, and billing.

Technical highlights

Multi-tenant architectureNext.js + Node.jsRole-based access controlPer-tenant data isolation

Chose multi-tenant with hard data isolation over single-tenant to support agency resellers — a product decision made before a line of code was written.

Pivot Parlor

Smart Booking for Beauty & Barber Shops

Problem

Independent salons need online booking but subscription SaaS is too expensive — Fresha takes commission, Booksy charges monthly fees.

Solution

Commission-only booking platform: £100 one-time setup, 10% commission on completed bookings only. AI generates branded booking pages per partner.

Technical highlights

Multi-tenant booking engineAI-generated pages (with human review gate)SMS + email remindersWaitlists + QR booking links

Commercial model (£100 + 10% commission) was a product decision based on market research — not a default SaaS pricing template.

All Projects

BytesAI Learn

Free AI Courses Membership Platform

A dedicated e-learning platform democratising AI education through structured membership-based courses. Designed to guide learners from fundamentals to applied generative AI with clear learning paths and practical exercises.

Next.jsMembershipEdTechAI
Membership Model
Course Progression

BytesCRM

LeadGen & CRM Multi-Tenant Platform

A high-performance agency CRM combining lead generation, contact management, deal tracking, and subscriber management in one centralised platform. Features admin dashboards, automation workflows, billing subscriptions, and multi-tenant architecture for agencies.

Multi-tenantCRMSaaSDashboard
5 Data Types
Automation Engine

Active Paw

Shopify Custom Theme — Pet Care Marketplace

A fully customised Shopify storefront for a UK pet care marketplace. Features collection-based navigation, review-led product confidence, free-shipping threshold prompts, and a care-first support UX optimised for pet owners browsing grooming, toys, and health essentials.

ShopifyE-commerceCustom ThemeUX
UK Market
Conversion-Focused

Pivot Parlor

Smart Booking for Beauty & Barber Shops

An AI-branded booking platform for independent salons and barbershops. Zero monthly fees, commission-based model. Features smart scheduling, staff management, waitlists, email/SMS reminders, and AI-generated branded booking pages.

Booking SystemAI-PoweredMulti-tenantSaaS
£100 Setup
10% Commission

Shikaku: Puzzle Quest

Premium Logic Grid Multiplayer Game

A real-time multiplayer logic puzzle game featuring 1v1 battle arena with ELO matchmaking, global leaderboards, QR-code friend invites, and fair-play rotation. Cross-platform responsive design with neon visual feedback and progressive quest ranks.

Real-timeMultiplayerELO MatchmakingPWA
1v1 Battles
Global Leaderboard

NumNinja

The Number Guessing Challenge

A fast-paced number guessing game with player authentication, guest play up to level 5, and progressive difficulty. Clean UI focused on quick-play engagement with session persistence and score tracking.

GameAuthProgressive DifficultyQuick Play
Guest & Registered
Level Progression

Responsible AI

How I Build Safe Applications

AI is a powerful tool. I use it with controls, not blind trust.

Input Validation & Data Quality

Validate format, type, and length on all inputs. Treat external content as untrusted by default. Reject unexpected or malformed inputs before they reach any AI or backend system.

Pivot Parlor booking forms · BytesCRM contact imports

Prompt Injection Awareness

Separate trusted system instructions from user-supplied content. Restrict what AI can access. Test adversarial inputs during development — not just happy-path scenarios.

AI-generated booking pages · BytesAI Learn quiz generation

Human Approval Gates

AI-generated content requires human review before publishing. Consequential actions — releasing features, publishing pages, triggering automations — require explicit human sign-off.

Pivot Parlor: staff reviews AI pages before going live

Output Verification

Check AI outputs against requirements. Cross-check factual claims. Confident-sounding output is not a substitute for verification — hallucination is always a risk, treated as such.

PRD critique workflow · Case study content review

Permission Controls & Guardrails

Least-privilege access throughout. AI systems have no more authority than needed for their task. Structured outputs, rate limits, and error handling reduce blast radius from failures.

BytesCRM role-based access · per-tenant data isolation

Context Engineering

Maintain project purpose, requirements, decisions and task lists across sessions. Prevent context degradation from compounding errors. Compact and restart with a handover document when context limits approach.

This portfolio — built and maintained using this exact practice

Managing AI Governance in Organizations with ISO 42001

Alison · CPD Certified · April 2026

“Responsible AI is engineering discipline — not a compliance checkbox.”

What I Build

Types of Applications I Develop

Human-led, AI-assisted development across three product categories — each built through structured requirements, workflow design, and iterative implementation.

SaaS & Booking Platforms

Multi-tenant SaaS systems, CRM platforms, booking engines, and member portals. Built through structured requirements, workflow design, and AI-assisted implementation — not ad-hoc generation.

Multi-tenantSaaSBookingsSubscriptions

BytesCRM · Pivot Parlor · BytesAI Learn

E-commerce & Shopify

Custom Shopify themes, conversion-focused storefronts, and product catalogues. Designed around real user behaviour and commercial objectives — not just aesthetics.

ShopifyCustom ThemeConversionUX

Active Paw

AI-Enabled Applications

Generative AI integration with responsible-AI controls: input validation, human approval gates, output verification, and permission guardrails built in from the start — not added later.

Generative AIResponsible AIAutomationGovernance

Pivot Parlor · BytesAI Learn · BytesCRM

Career

Work Experience

2023 – Present

AI-Assisted Application Developer (Independent Projects)

Self-directed · London, UK

  • Developed 6 live applications across SaaS, e-commerce, EdTech and games using a human-led, AI-assisted development workflow
  • Responsible for all product decisions: research, requirements, workflow design, architecture, testing, iteration and release
  • Applied responsible-AI principles throughout: input validation, human approval gates, output verification, and permission controls
  • Used structured context engineering and version control to maintain continuity across development sessions
July 2019 – December 2022

Remote Operations Manager / E-Commerce Specialist

Bytes Enterprises Ltd · London

  • Managed all customer communications and order operations remotely for a high-volume e-commerce business
  • Coordinated with 10+ suppliers and logistics partners to maintain seamless cross-organisational operations
  • Analysed sales data to streamline processes, reducing order-processing time by 20% while maintaining 99% inventory accuracy
  • Maintained detailed digital records using cloud-based tools, demonstrating strong digital systems proficiency
April 2015 – July 2019

Night Receptionist

Radisson Edwardian Hotels – The Grafton Hotel · London

  • Served as primary point of contact for guest needs during night shifts, handling check-ins, payments, and issue resolution with precision
  • Managed front-desk operations independently, demonstrating reliability and decision-making without direct supervision
  • Coordinated with multiple departments (housekeeping, maintenance, management) to resolve issues promptly and maintain guest satisfaction
April 2010 – March 2015

Central Reservations Agent

Radisson Edwardian Hotels – Central Reservations Office · London

  • Processed complex travel reservations using booking systems with 100% accuracy on client details, dates, and special requests
  • Suggested additional services to enhance guest experiences, demonstrating ability to add value and tailor recommendations
  • Trained new staff on reservation procedures and customer-service standards, showing clear communication and coaching ability

Toolkit

Skills & Technologies

AI-assisted delivery combined with product and operations expertise — the practical toolkit for directing, reviewing and shipping real applications.

AI-Assisted Technical Toolkit

AI-Assisted Development Stack

Next.js / React project directionTypeScript-based app workflowsNode.js / API feature planningREST API integration conceptsTailwind CSS UI iterationAI-assisted debugging and review

Data & Storage

SQLiteDatabase DesignCloud Functions (Cloudflare Workers)

Platforms

Shopify (Custom Themes)GitHubCloudflareGoogle Cloud Platform (learning)

AI & Tooling

Generative AI IntegrationStructured PromptingAI Governance (ISO 42001)Prompt Injection Awareness

Professional Skills

Product Development

Requirements DefinitionPRD DevelopmentWorkflow DesignMVP ScopingFeature Prioritisation

Responsible AI

Input ValidationHuman Approval GatesOutput VerificationContext EngineeringHallucination Awareness

Operations & Commercial

E-commerce OperationsCRM SystemsCustomer RelationsRemote Team ManagementROI AssessmentProcess Improvement

Currently Learning

Google Cloud Fundamentals: Core Infrastructure

Learning

Education & Certifications

Education

Certifications

View all 19 certifications on LinkedIn

Connect

Let's Work Together

Have a project in mind or want to discuss how digital transformation can help your business? I am open to freelance opportunities, collaborations, and full-time roles.

Emailfbmacagba@gmail.com
Phone07429 578266
LinkedInlinkedin.com/in/fbmacagba

Based in London, UK

North London · Strong ties to local community · Flexible for on-site, remote, and hybrid roles