--- name: Nick Kelly role: Product and partnerships location: Sydney, Australia email: nwdkelly@gmail.com linkedin: https://www.linkedin.com/in/nwdk/ cv: https://nickwdkelly.com/Nick-Kelly-CV.pdf site: https://nickwdkelly.com/ updated: 2026-09-29 --- # Nick Kelly Hi, I’m Nick. I like solving interesting problems and making useful things. This is where I keep the projects I think are worth sharing. ## A bit about me I might possibly have the most unusual career path of anyone you’ve met. I’ve run music festivals in Australia and exhibited at funeral conventions in America. I’ve designed virtual art galleries for dragons and even been a ninja on Big Brother. The roles have changed, but the way I work hasn’t. I get close to the people and the problem, work out what’s really going on, then get stuck into making it better. That might mean fixing a process, building a product or finding the small detail that turns an awkward experience into a moment of delight. For the last few years I’ve been building automations, websites and workflows with AI. Some are used every day; others are side projects where I can test new tools and ideas. I made this site as a visual record of some of the things I’ve done and a home for the projects I keep making. ## Product & strategy ### Eulogize Memorials **Building a death-tech SaaS: growing Eulogize into a US-focused B2B and consumer business.** When I joined, Eulogise was an Australian D2C platform with two products. Today, Eulogize Memorials is an international B2B and D2C death-tech SaaS used by families and funeral homes around the world. My title covered product and B2B partnerships, but in a small founding team the job was much broader. I had a hand in almost every part of the business. I’ve pulled out some of my favourite parts of that experience below. - Context: Co-Founder, Product & Partnerships · Eulogize - Type: B2B + D2C SaaS - Link: [Visit Eulogize](https://eulogizememorials.com) - On the site: https://nickwdkelly.com/#preview-eulogize-memorials ### caniplay.golf **I like golf. I don’t like searching for tee times. So I built caniplay.golf.** What started as a fun side project now covers 1,632 places to play across Australia. It brings live tee times from eight booking-platform integrations into one search. Road trip has been a fun new feature to add. Set a maximum detour and it finds the courses along the drive, then generates a custom card to drop into the group chat. - Context: Personal product · live across Australia - Type: Live consumer product - What I worked on: 0→1 consumer product, Multi-source integrations, Feature design, Product delivery - Link: [Visit caniplay.golf](https://caniplay.golf) - On the site: https://nickwdkelly.com/#preview-caniplay-golf ## UX & design ### Customer onboarding **Onboarding Redesign** I turned family onboarding from a static form into a two-step flow that built their first tribute live as they entered their details. This brought TTV forward to the first screen while drastically increasing core and additional information capture. - Context: Eulogize · product, UX and measurement - Type: Onboarding flow - What I worked on: Onboarding design, Interaction & state design, Product instrumentation, Conversion analysis - Key insight: Families who entered service data converted at twice the rate. - Core information capture: 26% → 95% - Additional information capture: 14% → 29% - On the site: https://nickwdkelly.com/#preview-onboarding-live-preview ### Eulogize Design System **I built a component-driven Figma system for agent-led product work.** Primitive and semantic tokens set the design language. Components, variants and written screen specifications turn those rules into repeatable interfaces. The same contract carries into Storybook and production, so people and agents can build new features without reinventing the system each time. - Context: Eulogize · design systems and delivery - Type: Design system - My part: I designed and ran the token architecture, component system and Figma-to-code Design Bridge. It gives designers, engineers and agents one shared contract for feature work, while engineers retain ownership of most application integration. - What I worked on: Component-driven design systems, Human-agent design workflow, Design-to-code workflow, QA & governance - On the site: https://nickwdkelly.com/#preview-figma-design-system ## Brand & marketing ### Eulogize website **I’m rebuilding Eulogize’s website, from positioning to launch.** I’ve worked on website launches and refreshes throughout my career. This is the first one I’ve owned end to end, from page structure and copy through design, motion and the Webflow build. I carried the Figma design system into reusable Webflow components and set up the SEO, GA4 and launch checks around it. The rollout follows Eulogize’s 2026 product launches, with Tribute Videos as the first full product-page example. - Context: Eulogize · website strategy, design and delivery - Type: Website refresh - What I worked on: Positioning & page structure, Webflow component system, Assets & motion, GA4, SEO & launch QA - Link: [See the site](https://eulogizememorials.com) - On the site: https://nickwdkelly.com/#preview-website-rebuild ### Content pipeline **I automated a content pipeline for a small team.** Customer questions, product launches, search demand and company strategy feed into a multi-agent workflow. Each article moves through research, structure, drafting, fact-checking, brand and sensitivity checks. A separate workflow sources and prepares the images. Human review stays in the loop throughout, including final approval before anything goes live. - Context: Eulogize · content systems and operations - Type: Content system - What I worked on: Multi-agent workflow design, Human-in-the-loop review, Brand & factual QA, Visual asset operations - On the site: https://nickwdkelly.com/#preview-editorial-pipeline ### Trade-show activation **Designed a trade-show activation that people actually wanted to stop at.** I really enjoy going to trade shows and conventions. They’re a great chance to hear what a broader cross-section of the market actually thinks and cares about. But we were finding that most people would grab a promo gift and walk off before we’d had a chance to talk, so we wanted an activation that gave them a reason to stick around. Personalised service was central to both the brand and the people we were speaking to, so visitors built a figure from individual parts and made it look like themselves. That opened a natural conversation about using Eulogize to build a service from the products a family wanted. - Context: Eulogize · experiential and trade-show marketing - Type: Trade-show activation - What I worked on: Experiential marketing, On-site customer conversations, Lead capture, Follow-up calls and demos - Marketing leads captured: +181% (Year on year at the same annual convention.) - On the site: https://nickwdkelly.com/#preview-nfda-lego ### Lost Paradise **I led the brand and marketing work behind tours, live events and Lost Paradise.** At Finely Tuned I worked with artists and entertainers across multiple tours and live events, including Lost Paradise. I led marketing and brand partnerships across the company’s events, including sponsorships, digital marketing, PR, content teams, the website and app, and plenty of on-site work once the gates opened. - Context: Head of Marketing & Partnerships · Finely Tuned - Type: Festival brand - What I worked on: Brand & marketing leadership, Partnerships & sponsorships, Campaigns & activations, PR & crisis communications - People at Glenworth Valley: 15,000 - Glamping sales at one festival: +40% - Link: [Watch the aftermovie](https://www.youtube.com/watch?v=a6AmRUULGUA) - On the site: https://nickwdkelly.com/#preview-lost-paradise ## Data, AI & systems ### Business intelligence **I made the company's data and context queryable by the whole team.** Product behaviour, revenue, marketing, customer evidence and market context were spread across different tools and people. I brought recurring questions into shared dashboards and added an open Slack channel for new ones. Teammates and their agents could check the evidence, see what others were asking and keep moving without waiting for the person with access. - Context: Eulogize · business intelligence and team enablement - Type: Analytics stack - What I worked on: Cross-functional analytics, Knowledge architecture, Team enablement, Agent-ready systems - On the site: https://nickwdkelly.com/#preview-product-analytics ### DeathcareSoftware **I turned competitor research into a structured view of the market.** Expanding Eulogize into the US meant understanding the competitor landscape in detail: which platforms served which operators, what they did and where the gaps were. I built a structured model covering 35 platforms and 34 criteria, with sources and clear states for what was known, partial or not documented. It gave us a working view of the market and a public comparison that buyers could use. - Context: Eulogize · market intelligence and competitor research - Type: Market intelligence product - What I worked on: Market research, Competitor landscape, Taxonomy & data modelling, Evidence & QA - Platforms: 35 - Criteria: 34 - Sourced: 100% - On the site: https://nickwdkelly.com/#preview-deathcaresoftware ### Workflow automation **I mapped a small business’s core order workflow and built the tool to simplify it.** A small manufacturer asked where AI could help. I mapped its 56-step order process and found that the most useful automation was not an AI product at all. The offline tool removes 14 manual steps across the spreadsheet round-trip and prepares the data needed downstream, while stopping if cost data is incomplete. I used AI to help analyse the workflow and build it; the finished tool is deterministic and needs no model or agent to run. - Context: Small-business consulting · process automation - Type: Process automation - What I worked on: Small-business consulting, Workflow analysis, Process automation, Fail-safe tool design - Manual steps removed: 25% (14 of 56 steps in the documented order workflow) - Spreadsheet round-trip: Removed (The tool prepares the total, order narrative and cost-free manufacturer table) - Missing-cost handling: Stops (No total or downstream output is created until the named component has a cost) - Runtime AI: None (The offline tool is deterministic and makes no network request) - On the site: https://nickwdkelly.com/#preview-small-business-automation ## Working with me I’m open to a product role, and I take on freelance and contract work. The short version: I’m useful when something is a muddle and someone needs to work out what’s actually going on before money gets spent on the wrong thing. ## Contact - Email: [nwdkelly@gmail.com](mailto:nwdkelly@gmail.com) - LinkedIn: [linkedin.com/in/nwdk](https://www.linkedin.com/in/nwdk/) - CV: [Nick-Kelly-CV.pdf](https://nickwdkelly.com/Nick-Kelly-CV.pdf)