About
I design and build the whole thing, and I do it from inside the profession it serves.
I'm Jonathan Pierini, an independent product builder and technical founder based in Florence. I work with founders, small companies, professional practices and institutions worldwide who need a product that runs — not a specification of one.
My work has a single thread. I go into a specific profession — match analysts, nutritionists, guesthouse owners, salon staff — learn how those people actually spend their week, and turn that workflow into software. The domain comes first; the technology follows it.
The path
Fashion design to product development
Fashion design
Prada, Milan
Years spent on collections where proportion, material and finish are the argument. Fashion teaches you that an object communicates before it is used, and that the last five per cent is the whole difference.
Studio practice
Working artist
A parallel practice that never stopped. It keeps the eye trained and, more usefully, keeps me comfortable with the part of any project where the answer isn't known yet.
Transition
From drawing objects to building systems
I started building the tools I wanted to exist. The same instinct applied: study how something is really used, then design the thing that fits that use exactly.
Today
Founder of an Italian registered innovative startup
I run my own products and build commissioned ones. Sport and performance, nutrition, hospitality, local services — always software for professionals who work with data and clients.
Method
AI as part of the build, not as a pitch
I use AI throughout the build the way a good studio uses every tool available: to move faster through the parts of the work that are known, so more attention goes to the parts that aren't. Scaffolding, migrations, test data, first drafts of interfaces — that work is compressed.
What isn't delegated is judgement. The data model, the architecture, the decision about what the product refuses to do — those are mine, and I can defend every one of them. Nothing ships that I haven't read.
Where AI belongs inside the product itself — a pricing model, a nutrition assistant, a document pipeline — it's built as a feature with measurable behaviour and a fallback, not as a label on the homepage.