Reece DouglasWebsites, apps and AI assistants
I design and build them, start to finish, on my own. Step inside and watch.
Best with sound. I’ll talk you through it. Skip any time.
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7:00pmTuesday. Your clinic closed at six.
Elmwood Clinic and Emma are made up for this demo. Zeena is real: an assistant I designed and built, from the screen to the server.
For your clinic: She won’t leave a message. She’ll book with whoever answers, and you’ll never know she called.
Made-up clinic and patient. Real assistant.
7:00pmRewind. Same Tuesday, one difference.
This is Zeena’s real website, running on a phone. A clinic’s version would live on the clinic’s own site.
For your clinic: She taps call on your website, and someone answers. No voicemail, no form, no “we’ll call you back”.
Made-up clinic and patient. Real assistant.
7:01pmYour team’s gone home. Listen.
Hear the call Emma makes: a made-up patient, and Zeena’s real voice. Then it’s your turn: press the button and tell her about your business.
For your clinic: Booked in under a minute, by the patient who’d have gone elsewhere.
A real conversation: 30 seconds, your mic. Tell her what your business does.
7:03pmEmma hangs up. Now the admin.
Her real workflow engine, relabelled to show a clinic’s version: one run fires 39 of its 43 automatic steps, with 12 analysis passes. Emma is sample data.
For your clinic: Booked, confirmed and reminded by 7:04pm, while your team was at home.
8:30amWednesday. Two mornings.
One booking, laid out in six tables from her real database design, tied together by one reference.
For your clinic: Everything about Emma in one place, before the first coffee.
Thu 10:00amEmma’s first appointment.
I gave her workflow engine its own server, so nothing she does depends on someone else’s platform. The two lanes are illustrative and sped up.
For your clinic: Your bookings don’t depend on someone else’s platform.
Tonight, 7:00pmYour clinic, after closing.
The clinic and Emma are made up. The five layers are Zeena’s, and I built every one.
Working with me: One person builds every layer, and you talk to that person.
Next: FreshPlate, the iPhone health app I built on my own.
01FreshPlate
It began in July 2025, while I was building in Costa Rica: an iPhone app that writes recipes around your allergies, conditions, medicines and goals, then checks every plate. This is its real opening, exactly as it plays on the phone.
Behind it: the idea in July 2025, the first line written on 28 August, and every layer since by one person.
02Made for one person
Tell it once: allergies, conditions, medicines, the food you grew up with, the weight you’re aiming for. Every screen after that is written for you.
Behind it: one profile, read by every recipe, every scan and every suggestion.
03Every meal checked
Snap a plate, scan a barcode or search a dish. Calories, protein and 20+ nutrients, measured against your day.
Behind it: a photo becomes a dish, a dish becomes a full nutrient panel, and the panel is weighed against you.
04Recipes that are yours
A week of meals chosen for you, recipes written around you, cooked step by step, and a shopping list that sorts itself by aisle.
Behind it: your profile goes in, recipes come out, and each one is checked against you before you see it.
05Written live
That number is every recipe FreshPlate has written for the people using it, so far, and it’s still going up. Each card is a real one, written for one member and checked against their allergies, medicines and targets before they saw it.
Behind it: menu chosen, recipe written, checked, fitted to their targets, photo cooked. Tap any card for the facts they saw.
06Part of your health
Steps, activity and sleep come in from the phone, and on the days you move more, your food budget rises with you.
Behind it: your data lives in your own private account, and “Delete my account” really deletes it.
07Found every day
People search a real question about their food or their medicine, and FreshPlate answers: in guides cited to NHS and NICE, and in a checker anyone can use.
Behind it: 2,057 people in the 30 days to 4 October, with search engines sending them every day.
08Every layer
The app, the website, the backend, the emails, the guides, and the marketing that brings people in. Designed, built and still improved by the same person.
Behind it: no hand-offs between teams. When something needs changing, it’s one conversation.
01Four sites, one home
Her blog, her podcast, her book publisher and her recipes each had their own site, their own look and their own address. Now they’re one site, in her own colours.
Behind it: every old address points to its new page, so nothing anyone found on Google is lost.
02Her archive
Both of her blogs in one archive, by year and by topic, every post on its own page.
Behind it: posts keep their own addresses, so old links and search results still land on them.
03The Maria Liberati Show
Six years of her show, every episode straight from her podcast feed. Search by guest, topic or dish, with an A to Z of her guests.
Behind it: the player keeps going as you move around her site, remembers your place and works from the lock screen.
04Her question
She ends every conversation on her show with this question. These are her guests’ answers, in their own voices.
Behind it: on her site, visitors can record their own answer and send it in.
05Her recipes
Tap a dish and its photo opens into the recipe. Cooking mode shows one step at a time, big enough to read from across the kitchen.
Behind it: recipes link to the episodes about the same dish, to listen while you cook.
06Her books
More than ten books in her award-winning series, on one shelf. Pull one out and turn it over.
Behind it: every book is as thick as its real page count.
07For sponsors
Her awards, her show and her press kit in one place: everything a brand needs to know who she is.
Behind it: one press page with her bio, photos and fact sheet.
08Every layer
The design, the build, every page, and every old link pointing to the right one.
Behind it: designed from her own book covers and the olive groves of Loreto Aprutino.
01Who's building it
I played Denzil Kelly in Waterloo Road. Years later, with ideas I couldn’t afford to build, I learned to build them myself.
Behind it: everything you’ve just seen, I designed and built on my own.
02One person
Zeena, FreshPlate and Maria’s site: three different worlds, one builder.
Behind it: no hand-offs and no account managers. One conversation, start to finish.
03Your turn
Tell me your business or your idea in a sentence, and I’ll build it right here: your website, your assistant, your app.
Behind it: a real build, made in seconds from what you write.
04Your website
Your homepage, designed and written from one sentence, with real photos of your trade. Switch it to a phone, or try another look.
Behind it: the real one is built properly, with you, page by page.
05Your assistant
It greets your customers out loud and answers as your business. Everything it handles lands in your inbox, so you wake up to bookings, not missed messages.
Behind it: like Zeena, it can take details, book people in and pass anything tricky to you.
06Every layer
Your app, built from one sentence. Tap the app, choose, confirm, and watch it land in your records: every layer, working together.
Behind it: I read every build that’s sent to me.
From ZeenaPop your details in and Reece will be in touch himself.
freshplate.health
