The Story Behind softDev23
From a life-defining decision in 2023 to building 10 software products in public by 2026.
What is the “23” in softDev23?
A lot of tech agencies boast about decades of experience, boardrooms, and massive teams. I don’t. softDev23 is a highly focused, one-developer operation built on pure craftsmanship and transparency.
The “23” in softDev23 represents 2023 which was the defining year I decided to stop dreaming about code and make the serious commitment to building real software, starting with native iOS. It marks the day I sat down, opened Xcode, and resolved to build software that makes a difference.
Today, softDev23 represents that same relentless dedication to quality, fluid user interfaces, and building in public.
No corporate committees, no investor pressure, and no bloated frameworks. Just focused, quality code designed to delight users.
The Three Commitments of softDev23
Native-Quality Craft
No cheap shortcuts or throwaway wrappers. Every product is built to feel fast, polished, and right for its platform, native iOS today, held to the same bar as I expand into free web tools and beyond. Smooth animations, real attention to detail, and software that feels good to use.
Built in Public
I share the real process: the blueprints, the bugs, and the breakthroughs. No corporate polish and no pretending it is easy, just honest software and an honest story, shipped in the open.
The “Juice” & Gamification
Software should be fun. I specialize in gamifying daily routines, like screen-time limits in Mana or daily habits in Habitual, by incorporating immersive RPG mechanics, random encounters, and sensory haptic pops.
“Building in public is a commitment to vulnerability. By sharing the raw blueprints, the bugs, and the breakthroughs, I hope to inspire others to build their own ideas.”