About me
I make useful things for the web.
I’m Phil Choi, an independent digital designer and web specialist. I build websites, experiment with AI, make digital products and write about better ways to work, think and create.
This site is my workshop as much as it is my business. If I learn something useful, solve an awkward problem or make something worth sharing, it usually ends up here.
What I do
I work independently, which means the person you speak to is the person actually doing the work.
My professional work is centred on WordPress and practical web design. I like clear websites, sensible technology and systems that are easy to maintain after the clever part is finished.
Alongside client work, I create digital products, small web apps, public-domain art projects and educational resources. AI is part of that process, a way to explore ideas, learn faster and remove repetitive work without replacing judgement.
WordPress
Websites, troubleshooting and practical solutions for independent businesses.
Digital products
Guides, tools and downloads designed to be genuinely useful rather than padded out.
AI experiments
Exploring how AI can improve learning, creativity and independent work.
Think Better
Notes and essays about decision-making, productivity and better ways of working.
The best solution is usually the simplest one that gets the job done.
How I think
01
Optimise, don’t maximise.
More features, more tools and more complexity are not automatically better.
02
Choose what fits.
There is no best tool for every job. I choose technology based on what the project actually needs, rather than using the same solution for everything.
03
Learn by making.
I would rather build something real, discover what breaks and document the lesson than spend months planning the perfect system.
04
Stay independent.
I like small systems, direct ownership and the freedom to make decisions without unnecessary layers between the idea and the result.
Right now
Building a one-person creative business with AI.
I’m exploring what one person can create with the right combination of design, technology and AI. That includes websites, writing, digital products and small tools that solve real problems.
I’m learning as I go, building things that interest me and sharing the useful lessons along the way.
