I Am Here was a very precise, specific piece of software that enabled curbside collections. A runner brings food out to a parked car in the lot. It is more common in America than it is in Europe, and we do see it reasonably commonly here with McDonald's.

That product was run exceptionally lean. Two engineers. They had just brought on a product marketing guy, Andy Robinson. He is fantastic. Really fantastic, spectacular talent.

The chairman of I Am Here was the chairman of QikServe, Steve Tiley, and that is how the work came to me. They had a pitch coming up, and at first it was just some quick work to improve the UI. Ultimately the consultation went deeper.

I showed them how they could develop the UI across both the guest-facing and the operator-facing sides, and what the service design around it would need to look like.

Simple things, like touch points need to be larger. Fast-paced environments like hospitality: people are moving fast, they're running, things might be hot or greasy, all sorts of things. There are just simple practicalities of being familiar with tools in a space.

They didn't have the money to follow through on the changes. So we gave them guidance and we gave them principles, so that the engineers could build in the right direction, and start to build to some set rules and values. That is the honest shape of the engagement: not a rebuild, a direction.

The product does continue, but it ultimately proved too niche to scale. The initial flurry driven by COVID never became a durable market.