Now
Sep 2026 – now · FounderSep 2026 – now · Founder · Research tooling
Nala
Nala analyses customer interviews for product teams and turns them into evidence-backed cases that stakeholders can act on.
Case studyAlex Crowley
I’m a Product Manager who builds. I’ve spent six years in agencies, start-ups and scale-ups, taking products from discovery research to launch.
- Now
- Product Lead, Rebelled Apps
- Building
- Nala · OpenStable
Products I’ve built
I own the strategy and the build for Nala and OpenStable, and I designed and developed both with Claude Code.
1 of 2
Now
Mar 2026 – now · Co-founderMar 2026 – now · Co-founder · Marketplace
OpenStable
OpenStable is a three-sided marketplace that connects UK horse owners, livery yards and equestrian professionals. It has about 1,000 monthly active users, with apps on iOS and Android.
Case studyProducts I’ve shipped for others
Client launches at Rebelled Apps and in-house work at GiveMatch and quester.io, each with the problem I faced and the call I made.
2026 · Rebelled Apps · Mortgage broking
LoanPrep
- Problem
- Home buyers can’t tell if a bank will lend to them, and brokers spend unpaid hours finding out.
- Call
- I found 236 of 348 matches scoring 99.5, so I made the matcher score a lender’s silence as unknown.
- Result
- Live at loanprep.com.au since October 2026, matching real lender policies with live Equifax checks.
2026 · Rebelled Apps · Wellbeing
Healing Soul
- Problem
- A coach’s clients paid thousands for one-to-one work that could be self-guided, and she couldn’t scale it.
- Call
- I kept recommendations rules-based and tunable by the founder, and held back AI chat over trauma-safety risk.
- Result
- Live on iOS and Android. Apple rejected v1.0 on four points; I fixed the root causes and resubmitted the next day.
2025 – 26 · Rebelled Apps · Running safety
SoloRunClubxx
- Problem
- Running apps make solo runners trade privacy for safety: they only protect you if they track you.
- Call
- I interviewed our beta runners and named false alerts as the biggest threat to safe runs.
- Result
- Live on both stores since June 2026. In beta, a tester missed her check-in and the app alerted her sister, who checked on her.
2025 · Rebelled Apps · Live music
GigPig
- Problem
- To find live music nearby, you had to check venue and ticket sites one by one.
- Call
- I led discovery and product delivery with the founder, through to launch on both app stores.
- Result
- Live on the App Store and Google Play. You can search gigs by artist or venue, or see what’s on near you.
2024 – 25 · GiveMatch · Charity tech
GiveMatch fundraising
- Problem
- Fundraisers were dropping off between pages on the core journeys.
- Call
- I A/B tested those journeys and reworked the fundraising features around the results.
- Result
- +28% fundraiser engagement · 8% less drop-off between pages
2023 – 24 · quester.io · Ed-tech
quester.io community
- Problem
- International students had no simple way to react to and discuss each other’s posts.
- Call
- I led content voting and nested comments from the first user interviews to launch analytics.
- Result
- +33% North Star Metric (Weekly Active Likers)
Design by Sergio Riquelme
About me
I take products from early discovery to launch, and I build them too.
I’ve spent six years as a product manager in agencies, start-ups and scale-ups, across B2C and B2B. My work covers the whole lifecycle: discovery and market validation, cross-functional delivery and post-launch analytics.
I design and develop products myself with Claude Code. At Rebelled Apps I’ve launched 8 products for clients, and I built OpenStable and Nala the same way, end to end.
My background is in linguistics (BA and MSc), so I start with the words customers use. I built Nala to fix a problem I hit as a start-up PM: getting a team to agree on what users do.
- Discovery & research
- Product strategy
- Experimentation
- Data analysis
- Building with Claude Code
Work experience
– now
Founder · Nala
Customer-interview analysis for product teams
– now
Co-founder · OpenStable
About 1,000 MAU, three-sided marketplace
– now
Product Lead · Rebelled Apps
8 products launched · 500k+ AUD
–
Product Growth Manager · GiveMatch
+28% fundraiser engagement
–
Product Manager · quester.io
+33% North Star Metric
–
Product Strategist · LAB
+350% trader engagement
–
Product Growth Executive · Inkitt, Berlin
NLP analysis of reader interviews
MSc Linguistics (Distinction), The University of Manchester · BA Linguistics (1st Class), Manchester Metropolitan University
Full CVLatest writing
OpenStable9 min read
Building in a market that runs on Facebook groups
If you keep a horse in the UK and need a new yard, you post in a Facebook group. “Does anyone know of livery near Guildford?” Then you read the comments. Some help. Many name yards with no space, because the people replying can’t know who has room this week. In our research, owners contacted 10 to 20 yards to find two or three with a space.
Get in touch
LinkedIn is the quickest way to reach me. My CV has the full detail.