Built.
Learned.
Documented.
The products, systems, decisions, failures, and lessons collected across a career building for the web.
Latest entry / 003
17 min read
September 16, 2026
FIELD NOTE 003Every Car App Wanted Money for One Trick
Building AXLY.pro: a free OBD2 scanner, live gauge cluster and drag-strip timer for iPhone. What Bluetooth LE really costs you in latency, why ELM327 batching changed everything, testing on a tuned Q5, and the automated SEO engine that finally got the app found.
Earlier entries
02I Built the Machine That Finds My Clients
How a personal cold outreach tool became a multi-tenant SaaS: the Azure serverless stack behind it, why I chose Table Storage over SQL, what AI-written cold email actually costs per send, and the deliverability lessons that nearly sank it.
Company buildingSaaS architectureServerlessCold outreachFull-stack engineeringRead the entry ↗From Side Work to Systems
How twenty years of intermittent freelance work evolved into Joeckel Design—and what client systems, failed deployments, and practical AI taught me along the way.
Company buildingClient workFull-stack engineeringAI implementationRead the entry ↗