Martin Laws // Fractional CTO × AI design engineer

I help design-led founders build the hard parts of their product — with taste.

Why clients call me

You need technical leadership that has real judgment about product, not just execution.

You need someone who can sit across from your designers and your engineers and translate between them.

You need someone who can use the latest AI to build real software — not another vibe-coded prototype.

And you need someone you'd actually want on a Zoom with at 8pm on a hard day.

How I'm different

Most consultants jump straight to building. I don't. Clarity comes before code — because taste and judgment are what you're paying for, not tonnage.

I'm an AI design engineer who operates as a Fractional CTO. A hacker at heart with great taste.

My incentives are aligned with yours: I get paid to help you make the smartest moves, even when that means recommending the simpler option.

Together, we'll build something you're proud of.

How I work

Diagnostic Sprint

A focused engagement to name the real problem before writing a line of code. Written report, code review, technical strategy, and two collaborative working sessions. Most stuck teams don't need more developers — they need clarity on what to build and why. From $7.5k.

Embedded Fractional CTO

Interim or fractional technical leadership for operating companies. I embed with your team — making the hard technical calls, shipping the critical features, and helping you get ahead of the latest and greatest in AI tooling for everything from rapid prototyping through secure enterprise-grade production systems. Typically around two ~2hr working sessions per week. From $10k/mo, scoped quarterly. For operators who need a CTO in the room, not on the cap table.

New in 2026

Paired Build

When a build needs full incubation — brand identity, product design, and technical leadership from day one — I partner with Gev Design. I bring the technical half; Gev and his team ship the design half — brand, product, and UX. One quote, one team, no translation tax.

Quoted as a pair. Recent Paired Builds: Inflection Summit, Peerly, Tightrope.

Better taste than your most expensive robot

You get real judgment about what to build and how, not just execution. AI is a force multiplier; taste is the filter. 'Elegant' is the benchmark — not the most complex, not the most expensive, the right one.

AI that holds up

Taste picks what's worth building; AI accelerates how it gets built. I use the latest tools every day — to multiply clarity, not to cut corners. Output stays boring in the good way: predictable, maintainable, yours.

Built to run without me

I'm not trying to become a permanent dependency. You leave with the systems, tools, and playbooks to keep shipping. A team that's got its shit together beats a team that's got me on retainer.

Diagnostic Sprint

Most stuck teams don't need more developers. They need clarity on what to build and why.

This is also how most of my Fractional CTO and Paired Build engagements begin — it's the cheapest way to find out if we should work together at all.

The diagnostic sprint is a focused engagement to define the real problem before writing a line of code. You'll walk away with:

Written report: A clear map of opportunities and risks, documented so your whole team can align on what matters.
Code review: If you have existing code, I'll assess its health and identify what's helping or hurting your velocity.
Technical strategy: A concrete plan that connects your technical decisions to your business goals.
Collaborative session: We'll work through the findings together so you leave with clarity, not just a document.

From $7.5k. Pricing varies based on scope.

Charlie Stableford

Senior UX Designer

I honestly believe that I would not be where I am in my career or feel as confident in myself and my career if it wasn't for Martin. He has this incredible ability to listen to a wide range of problems from people that are different from him, and problem solve in a way that keeps who they are at the center of the solution.

Martin leans on his experience without centering himself, and does it effortlessly. His confidence is infectious. I think this is because of how he communicates, speaking other people's language to make sure they truly understand.

Luke Andrews

Head of UX at Assembled

Martin is the person you want to work with. He knows design, and knows web and front-end development inside and out. He cares deeply about accessibility, and building great experiences for people.

But no matter what, Martin is just a great person period — a fun and funny collaborator, a confident communicator, and a natural leader who's going to get stuff done.

Ryan Neufeld

UX Design Leader

It's rare to come across a talent that can so effectively combine expertise in development with the ability to communicate across disciplines. I had the privilege to manage Martin for almost a year and a half, relying on him as a close confidant in leading the strategic execution of the product design vision.

Martin's growth from a skilled individual contributor into a leader who mentored others and drove the maturity of product development processes was inspiring. His sense of humour and winning personality could cut the tension in any difficult meeting.

Why me?

Fair question. Simply put, this isn't my first rodeo.

Over the past twelve years, I've shipped products used by millions, led teams at Shopify, and helped founders turn chaos into clarity.

I'm usually the designiest dev in the room and the most technical person on the design team — which means I can translate between worlds that often talk past each other.

What makes working with me different:

I define the problem before building the solution
I bring calm, confidence, and clarity
I sweat the details
I care deeply about people and products
I prioritize empathy (team, customer, and user)
Great vibes or your money back

How it typically works: Most engagements start with a Diagnostic Sprint — a focused engagement to name what's actually broken. From there, we either embed (Fractional CTO) or do a Paired Build with a design partner. No long-term commitment required upfront.

Above all: I make the work fun. Nothing great has been built by a bored team.