Product Engineering · Web Apps · Business Systems
Michael Ruiz
Product Engineer & Web Systems Developer
I build production web products and business systems that turn complex operations into clear customer experiences.
Remote / California
Professional profile
Product Engineering, Web & Business Systems
From paid SaaS and domain-specific tools to fast websites, lead pipelines, and automation, I connect product decisions, frontend experience, data, and operations end to end.
01 / Model & build
Product engineering
Paid SaaS, PWAs, domain logic, authentication, subscription entitlements, and test-backed customer flows.
02 / Explain & convert
Customer-facing web
Fast websites and accessible interfaces that explain complex offers, answer buyer questions, and create a clear next step.
03 / Capture intent
Business systems
Pricing engines, configurators, quote flows, and intake tools that turn real-world rules into useful decisions.
04 / Connect & operate
Data & automation
APIs, payments, databases, CRM, email, reminders, attribution, and operational workflows that keep the product useful.
Featured product build
PitPulse: a paid maintenance product for working drivers
A mobile-first PWA that turns vehicle data, severe-duty driving patterns, and service history into a dated forecast—then carries that forecast through paid access, persistent records, recalls, and quiet reminders.
Read the product case studyEvidence
- 107 passing core product tests
- Stripe checkout and entitlement boundaries
- Supabase records with row-level security
- Idempotent, grouped reminder delivery
Selected results
Proof across product, web, and operations
107
Core PitPulse product tests passing across logic, auth, reminders, and subscription state.
$2M+
Direct sales generated through website lead pipelines.
45+
Production websites and business systems delivered.
15K+
Customer records supported by automated intake and routing workflows.
The connected system
From problem to dependable product
The work is strongest when product judgment, interface design, data boundaries, and operational follow-through are treated as one system.
01 / Understand
Model the problem
Domain rules, uncertainty, customer needs, and the decisions the product must make.
02 / Build
Create the experience
Web apps, PWAs, websites, calculators, and guided flows that make the product usable.
03 / Connect
Wire the system
Pricing, payments, databases, APIs, permissions, and notifications behind the interface.
04 / Verify
Operate and improve
Tests, validation, observability, follow-up, and production checks that keep systems trustworthy.
Experience
A practical record of building, operating, and improving systems where the interface, business rules, and follow-through all have to work together.
2019 - Present
Web Developer & Lead Generation Specialist
Independent Consulting Practice
consulting
- Develop responsive websites that explain services clearly, address buyer questions, and convert visitors into qualified inquiries.
- Use Astro, React, TypeScript, APIs, and automation tools to deliver production lead-generation websites and customer intake systems.
- Support consultative sales for direct-to-customer and B2B buyers by qualifying needs, explaining options, preparing estimates, and aligning scope with budget.
- Run recurring strategy, design, and planning calls directly with business owners and stakeholders throughout each engagement — aligning on site design direction, social media content, and project scope from kickoff through launch.
- Manage ongoing organic and paid social media (Instagram, Facebook) for client businesses — including NorCal Carports, Carefree Stone, The Wedding Guide, and Shirt Store LV — with UTM-tagged links and form-source tracking that attributes leads, form submissions, and phone calls back to specific posts and campaigns.
Outcome: Built and supported 45+ production websites and business systems across 12+ industries.
Outcome: Generated more than $2 million in direct sales through website lead pipelines and consultative follow-up.
Outcome: Extended lead-attribution tracking to organic and paid social channels across four client accounts, connecting social activity to the same lead pipeline used for web-generated leads.
- Astro
- React
- TypeScript
- Cloudflare
- REST APIs
- Git
- CRM Integrations
2026 - Present
Product Engineer & Full-Stack Developer
Independent Product Development | PitPulse
products
- Design and build a paid vehicle-maintenance SaaS from domain model through a mobile-first PWA, authentication, subscription checkout, persistent records, and reminder delivery.
- Model severe-duty maintenance schedules, vehicle applicability, mileage/date projections, service history, recalls, and uncertainty as explicit typed business logic.
- Connect the product's frontend, database, payment, and notification boundaries so paid access and customer ownership are enforced by the system rather than by interface state.
Outcome: Built a working vertical slice with paid entitlement flow, garage records, recalls, exports, reminder delivery, and 107 passing core product tests.
- Next.js
- React
- TypeScript
- PWA
- Supabase
- Postgres / RLS
- Stripe
- Cloudflare Workers
- Resend
2019 - Present
Frontend & Product Systems Developer
Long-Term Client Engagement | Production Web Platform
dev
- Built the NorCal Carports pricing calculator, which powers dynamic website pricing and exports structured product data.
- Develop product discovery, quote, configuration, and customer intake interfaces.
- Integrate frontend applications with APIs, validation rules, pricing logic, and third-party services.
Outcome: Replaced manual quoting steps with a faster production platform, sub-second page loads, and 98+ mobile Lighthouse scores.
- Astro
- React
- TypeScript
- JavaScript
- Cloudflare Workers
- Cloudflare Pages
- Payment APIs
- CRM APIs
2017 - Present (Project Based / Ongoing Engagement)
Automation & Integration Developer
Long-Term Client Engagement | Business Operations
systems
- Develop lead management, customer intake, estimating, and operational tracking tools.
- Integrate forms, CRM platforms, spreadsheets, and email services through APIs and webhooks.
- Automate lead routing, notifications, document generation, and repetitive administrative tasks.
Outcome: Automated intake, validation, and routing across 15,000+ customer records, cutting lead response time from ~18 hours to under 2 minutes and removing roughly 12 hours/week of manual admin work.
- REST APIs
- Webhooks
- CRM Integrations
- Databases
- Google Sheets API
- Email APIs
- Serverless Services
2024 - Present
AI Workflow & Automation Developer
Independent Product Development
tools
- Develop internal tools for research, documentation, content operations, and repeatable development tasks.
- Create structured data extraction, classification, validation, and review workflows.
- Use AI APIs for specific, reviewable tasks with validation and human approval.
Outcome: Cut repeat documentation and content-production work by roughly 85% (days to hours) through reusable tooling, schemas, and human-review steps.
- ChatGPT API
- Claude API
- Gemini API
- JSON
- Validation Pipelines
- Internal Tools
Skills
Tools are supporting evidence; the useful distinction is what each discipline lets me build, verify, or improve.
Product Engineering & SaaS
08- Next.js & OpenNext
- PWA Architecture
- Domain Modeling & Typed Business Logic
- Authentication & Subscription Entitlements
- Stripe Checkout & Webhooks
- Supabase / Postgres / RLS
- Scheduled Jobs & Reminder Systems
- Tested Product Workflows
Websites & Frontend
06- Astro
- React
- TypeScript / JavaScript
- HTML / CSS / Tailwind
- Frontend Design Systems
- Headless WordPress
Lead Systems
05- Pricing Calculators
- Quote / Intake Flows
- Product Page Generation
- Headless Shopify Stores
- Sales Funnels
SEO, GEO & Measurement
15- Local Business SEO
- Technical SEO & Metadata
- Core Web Vitals
- Accessibility & Semantic HTML
- Schema / JSON-LD
- Content Architecture
- GEO / AEO Foundations
- Entity & Content Extractability
- Organic & Social Attribution
- SEO Observability & QA
- Experiment Design & CRO
- International SEO / hreflang Concepts
- Conversion Copy Structure
- Google Ads & PPC
- Social Media Marketing (Organic & Paid)
Cloud & Deployment
05- Cloudflare Pages & Workers
- DNS / SSL / Redirects
- D1 / KV / R2
- GitHub / Version Control
- Caching & Edge Routing
APIs & Automation
07- REST APIs & Webhooks
- Server-Side Validation
- CRM Data Mapping
- Email Automation
- Google Sheets Workflows
- Zapier / Make / Twilio
- Email Marketing Platforms (Mailchimp, ActiveCampaign)
Production Quality
05- Technical Audits
- Regression Testing
- Production Debugging
- Browser Verification
- Order & Upload Workflows
AI & Data Workflows
05- AI-Assisted Development
- ChatGPT / Claude / Gemini
- Structured Data Extraction
- Validation Pipelines
- Prompt & Schema Design
Role alignment
Where this experience fits
My background is strongest in roles that combine product engineering, customer-facing web development, integrations, and workflow automation.
Review role alignment- 01Product Engineer
- 02SaaS Product Engineer
- 03Full-Stack Web Developer
- 04Front-End Developer
- 05Web Developer
- 06Web Application Developer
- 07Automation Developer
- 08Integration Developer
Professional progression
How This Experience Built Up
Each stage added a practical discipline to the work: delivering under pressure, understanding customers, modeling real-world rules, building useful products, and connecting systems so the result keeps working after launch.
Early 2000s · Los Angeles
Recording Engineer
Delivered technical production for major artists, producers, and label stakeholders in deadline-driven studios, including a gold-record engineering credit for work with Jill Scott. Learned calm execution, client communication, scheduling, and accountable delivery under pressure.
2014 · Web & Search
Websites and Local SEO
Built websites for local businesses and learned how credibility, clear service information, and search visibility — alongside Google Ads and paid search campaigns — turn into phone calls and quote requests.
2019 · Sales Operations
Sales Manager — NorCal Carports
Managed the full residential and commercial sales process — qualifying leads, scoping structural requirements, preparing itemized estimates, and guiding buyers through permitting and snow-load considerations. The domain expertise gained here directly drove the design of the NorCal Carports Quote Engine.
Independent Ventures
Building and Selling E-Commerce Stores
Started independent e-commerce stores from the ground up, including one built, launched, and sold. Also built ecommerce sites for other business owners, applying the same product-page, merchandising, and checkout-flow experience to each one.
Automation & AI
Connected, Repeatable Workflows
Applied APIs, automation, structured data, and AI-assisted development to reduce manual work, validate information, and turn proven processes into reliable workflows.
Current Work
Product & Business Systems
Builds paid SaaS products, domain-specific tools, websites, pricing systems, intake flows, and connected operations from the first model through ongoing improvement.
Education & Credentials
Western Governors University 2014 – 2018
Bachelor of Science, Business Management — program included an embedded marketing certificate.
CompTIA Project+ 2017
Project management fundamentals — scoping, scheduling, delivery, and stakeholder communication.
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