fred abrahamson.
My name is Fred. I've spent the past decade building products, co-founding and selling a SaaS company and leading product design teams. I've always moved between design, code and working with users. Trying things, seeing how people use them and going back to the details is how I learn.
As LLMs started changing how we build and use software, I wanted to understand them firsthand. Today I work with agents, context and automated workflows, helping teams put these tools to use. The work has also led me to build Midland, a shared context layer for people and agents.
Work
It started as a shared memory and skill library for one small team. It grew into a typed but flexible data model that agents and people can both understand, use and shape.
- Design for agents and people.I designed the MCP, the UI and the typed data model underneath. Agents and people read and shape the same content.
- Test harnesses.I built test harnesses that catch skill drift and measure hallucination rates, token use and more.
- Self-improving.When an agent gets something wrong, it logs the friction and the likely cause. Fixes to prompts and skills start from those frictions, so the next run goes better.
- Build with agents.I built it with Claude Code and my own agentic workflow. Agents triage, scope and build the work. I decide at each step.
- Open source.I plan to release it as open source, with a harness and skills, so anyone can adapt it with agents.
Pley is a gametech startup. Its technology makes any Unity game playable in any web browser, with no download or install. It was acquired by Xsolla.
- Design.I designed the web player, where people load games in their browser, pay, connect accounts and more. I also designed the Unity SDK, the developer console, and UA features that helped marketing teams move their campaigns from mobile to web.
- Product.I led product work on many of the features we shipped. With analytics, I A/B tested versions of the games’ website template and raised conversion at several points.
- Developer relations.I onboarded and supported customers as they got started on our technology stack.
GameAnalytics makes analytics for mobile game developers. Its users range from small indie devs to publishers with a billion downloads.
- Design.I organised, designed and documented a design system. It made the product more consistent and sped up design and frontend work. I took features from discovery and research to final designs and specs, and interviewed our users on a regular schedule.
- Development.I prototyped features in Figma and React to test ideas with the team and with users. Some were data visualisations built on real data.
- Product.On several projects I was the product lead for a cross-functional team of data scientists, engineers, frontend developers and marketers.
- Team.I mentored the junior and mid-level designers.
It was the early days of chat interfaces (Slack and Siri were new), and our first experiment was a chat-based employee survey with an ML backend that generated follow-up questions. That experiment eventually became Typelane, an automation tool for HR. It helps HR reps give new employees a personal, engaging onboarding, and automates the tasks and coordination around it. It was acquired at the end of 2022.
- Team.I led the product and development team. I also handled recruiting and team development.
- Design.I was the only designer, so I worked closely with users and customers on their problems. I built quick prototypes, ran customer workshops and tested with users.
- Development.I worked on the frontend of our product and our internal tools.