Digital Analog
Work with Emily/njuːlænd/ · Product × SystemsAvailable for consulting & side builds

Emily
Lund

Product×Systems/Product strategist & maker

Genetically incapable of looking at something and not thinking she could build it — or build it better.

2disciplines, one brain6+shipped & in progress0problems too messyplans (probably two)
Ships · Digital

Ships the software.

A capable generalist — which means a gap in the org chart never becomes a gap in the product. She leads product strategy and covers the whole distance from “what are we building” to “it shipped.”

Where she’s strongest

Strongest in the messy middle — unclear goals, broken process, and systems that technically work but make everyone’s life harder.

Names it. Shapes it. Ships it.
Makes · By hand

Builds the real thing.

Done, in progress, always in progress — and a few waiting for the right weekend or the right idea. The in-progress ones are becoming something better. The waiting ones have a plan.

On the workbench

The in-progress ones are becoming something better. The waiting ones have a plan.

Probably two plans.
How she worksName the problem, then build the fix.
01

Name the problem

Most problems show up wearing a costume. She takes it off and says the real thing out loud.

02

Find its shape

Unclear goals, broken process, stakeholders who disagree. She finds the shape underneath the mess.

03

Build the solution

Scrappy internal tool or polished product — whatever the problem actually needs, nothing it doesn’t.

04

Ship it

The part most people skip. She doesn’t. It’s only real once it’s in someone’s hands.

Ships · Digital

The software.

Products for real people solving real problems — and the scrappy internal tools built when nothing off the shelf quite fit.

01
★ Featured

BusyishBee.ai

An AI intern for the small stuff. It does the busywork; you take the credit.

Born from a simple observation: the work that drains a day is rarely the work that matters. BusyishBee swallows the inbox triage, the calendar tetris, the “can you just quickly” asks — and quietly hands the day back. Built because I needed it, shipped because everyone I showed it to did too.

Web app · live
A gardening planner that remembers what you planted and what actually grew.Every spring I forgot what worked the last one. So I built the memory I wished I had — it tracks the seeds, the weather, the wins and the casualties, then tells you what’s worth trying again. A small product for a very specific, very human kind of forgetting.
ProductWeb appPersonal-scale
Walk a property, tap the dings, generate the report. Move-in / out, documented.A deposit dispute I should have won, but couldn’t prove. The tool is the proof I didn’t have: walk the place, tap every scuff and crack, timestamped, generated into a report nobody can argue with. The clearest kind of product brief — the one written by your own bad day.
ConceptSystems thinkingInternal tool
Makes · By hand

The real thing.

Off the clock, the same brain that names the problem cuts the joinery. Done, in progress, and a few that are waiting for the right idea.

02
★ Featured

Living Room Built-Ins

Floor-to-ceiling shelving, designed around the books and the one awkward radiator.

Designed around the things that were actually there — the book sizes, the wonky radiator nobody else would build around, the exact wall that’s never square. Carcasses are in; doors are waiting. It gets a little more finished, and a little better, every weekend it gets touched.

In progress
The cabinet that finally makes the kitchen make sense.Half-built, fully planned, paused for the right hardware to show up. The kind of project that’s 80% done and will stay there until a quiet Saturday and the correct hinges arrive on the same day.
CabinetryIn progress
Waiting on the right idea more than the right weekend.Planters, a place to sit, and the version of the view I keep sketching and re-sketching. This one isn’t blocked on time — it’s blocked on taste. It’ll start the day the idea is finally good enough to deserve the roof.
AestheticsWaiting on the idea
Work with us · /njuːlænd/

Need a product person? Or a builder? Emily is both.

Hire her to name the messy problem and ship the thing that fixes it. And if the job is bigger than one pair of hands — there’s a whole studio behind her.

Or maybe you need a few of us. Even better.
← All of us