baselaneworks

We turn valuable problems and ideas into working digital products. Small teams. Senior thinking. Hands-on building. Problem first. Technology second.

[baselaneworks @baselaneworks]

Most of our work involves helping businesses solve worthwhile problems and turn opportunities into working digital products.

If you’ve got something worth building: https://t.co/wIgsCa8vsD

Or if you just fancy throwing a ball into a box: https://t.co/WJvUijsczt

[baselaneworks @baselaneworks]

We built a game about throwing a ball into a box. For fun.

It got thousands of plays on CrazyGames, but fell short on average playtime.

We’d rather make it more enjoyable than design it to keep people playing longer.

https://t.co/WJvUijsKp1

[baselaneworks @baselaneworks]

One underrated benefit of AI-assisted development:

It makes small experiments cheap enough to answer with software rather than meetings.

Not every idea needs a roadmap item.

Sometimes it needs an afternoon.

https://t.co/lKKeQ8c6YU

[baselaneworks @baselaneworks]

The more we build maesee, the less interested we are in a single “AI visibility score”.

The useful questions are underneath it:

Where are you represented well?

Where are you inconsistent?

What evidence is AI relying on?

And what can you actually do about it?

[baselaneworks @baselaneworks]

AI can write a lot of code very quickly.

It can also write a lot of code very quickly in entirely the wrong direction.

The ability to build faster makes a clear brief, good judgement and frequent checking more important, not less.

[baselaneworks @baselaneworks]

Building our own products has made us noticeably less enthusiastic about expensive ideas.

Possibly because we’re paying for them.

[baselaneworks @baselaneworks]

We have spent a surprising amount of time making a cardboard box look sufficiently like a cardboard box.

Digital product development remains glamorous.

[baselaneworks @baselaneworks]

BALLNBOX has made it onto CrazyGames.

Which means our small game about throwing a ball into a cardboard box now has a rather larger playground.

https://t.co/OIEgG6FfT0

[baselaneworks @baselaneworks]

AI is making software dramatically easier to build.

It has not made deciding what is worth building any easier.

If anything, being able to build almost anything makes that judgement more important.

[baselaneworks @baselaneworks]

We use AI extensively.

But technology isn’t the starting point.

Find something worth solving. Work out what matters. Then choose the technology.

Problem first. Technology second.

[baselaneworks @baselaneworks]

“What should we build next?” isn’t always the most useful question.

First: where is performance being lost, what’s causing it, and is building something actually the right answer?

[baselaneworks @baselaneworks]

Sometimes the right product change is new capability.

Sometimes it’s a clearer message, a simpler form or less friction in checkout.

The aim is better commercial performance, not a bigger project.

[baselaneworks @baselaneworks]

Good ideas are common.

Turning the right one into something useful is the harder part.

[baselaneworks @baselaneworks]

Conversion. Activation. Repeat purchase. Customer value.

If the demand already exists, there may be more value in the product than you’re currently getting from it.

[baselaneworks @baselaneworks]

Not every growth problem needs more demand.

Sometimes the bigger opportunity is what happens after the customer arrives.

[baselaneworks @baselaneworks]

Baselane Works is a small product studio and venture company.

We turn valuable opportunities into things that work.

Product thinking and building stay close together.