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Emma
Williams

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Software engineer
from United Kingdom 🇬🇧

Born in England, Emma loves solving problems and helping others to learn.

Having worked initially as a Sound Engineer in theater, Emma woke up one day wanting to know how to make a website. She never looked back. Fascinated by the JavaScript ecosystem and both front-end and mobile development, she loves breaking down problems and writing code. When she is not working, Emma can usually be found in a gym practicing Olympic Weightlifting!

What are your favorite bands or music?
Jason Mraz

Deserts or oceans?
Oceans

About Emma

Base: United Kingdom (UK)
Studies: Music, London City University
Passions: Weightlifting and playing the flute and piano

Expertises

JavaScript
React Native
React

Articles by Emma

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Eliminating SPOFs: the importance of documentation

Product documentation

Team and leadership

Ideas and insights

Single points of failure (SPOF) in startups lead to lost revenue, delays, and investor concerns. Building a documentation culture early reduces risk and ensures scalability.

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Finding your North Star Metric

Ideas and insights

Team and leadership

Retention

Scaling a startup is exciting—but chaotic. Teams often chase different priorities, leading to silos and lost focus. A North Star Metric can realign everyone around what matters most. Curious about how this works?

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Exploring LLM Options: Proprietary vs. Open Source

Ideas and insights

Engineering

AI can be challenging. We break down three AI integration tiers—proprietary models, open-source solutions, and custom-built systems—to help you choose the right approach. From quick MVPs to scalable solutions, discover how to leverage AI effectively for your product.

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We're always looking for talented peopleApply at madewithlove

Emma
Williams

About Emma

Expertises

Articles by Emma

Eliminating SPOFs: the importance of documentation

Finding your North Star Metric

Exploring LLM Options: Proprietary vs. Open Source

Accessibility in mobile apps: considerations for startups

Revolutionising diagnosis: How large language models can drive a 10x change

What is a retrospective, and how to run one

Integrating AI into your engineering team

Mobile app security: A best practices checklist for startups and scale-ups

Developer Experience and why a business should prioritize it

How to create a mobile development team for startups

Continuous integration and continuous deployment on mobile

Understanding and managing technical debt and legacy code: a guide for founders

Building a React Native/Flutter app is more than coding

What is the difference between hybrid, native, and cross-platform applications?

Creating cross platform and hybrid apps is more than coding

Flutter vs React Native: deciding which to choose

Some of Emma's colleagues

Jonas

Bram

Peter

Oluwaseyi

Christophe

Andreas

Brenden

Stef

Jonas

For CTOs

For Founders

For Investors

For CPOs