I designed and ran this as a product. Defined the brief, structured the team, set quality gates, reviewed every deliverable, made every framing decision. Here’s the structure, the process, and what I learned.
The brief was specific: position for product leadership roles at AI/ML companies in Brazil. Answer three unspoken questions in under 60 seconds. Feel warm, colorful, personal — Farm Rio energy, not McKinsey.
I treated it as a product build:
Eight AI agents, organized into four waves:
Click any agent below to see their role, deliverables, and quality bar.
Product Owner & CEO
Sally Kellaway
Brief, team design, quality gates, all decisions, final approval
Always Active
Project Lead
Orchestrated the full team. Owned the task list, assigned work, reviewed every deliverable, made judgment calls when agents faced ambiguity. Ran quality gates between waves — nothing moved to the next wave without passing review.
Deliverables
Quality bar
Does the site, as a complete artifact, make a hiring manager want to meet Sally?
Always Active
Sally Proxy
Single source of truth about Sally — career facts, key numbers, tone preferences, what can and cannot be shared publicly. Other agents asked the proxy instead of guessing. Prevented misrepresentation.
Deliverables
Quality bar
Would Sally recognise herself in every word on this site?
Wave 1
Architect
Scaffolded the Astro 5 project from scratch. Set up directory structure, TypeScript config, Vercel deployment, content collection schemas, i18n routing, form handling, ESLint/Prettier. Defined the file architecture that every other agent built into.
Deliverables
Quality bar
Does npm run dev start cleanly? Can every agent find where their work goes?
Wave 1
Design System
Built the visual foundation. Extended Tailwind config with full token system — colors, typography, spacing, shadows. Created 8 reusable component primitives. Defined the signature gradient that ties the site together.
Deliverables
Quality bar
Bold and colorful, not chaotic. Does it feel tasteful to someone who was a Design Lead?
Wave 2
Copywriter
Wrote every word a human reads on the site. Hero tagline (3 options presented), career narrative in 3 chapters, shipped work descriptions, section headers, contact copy, meta/SEO copy. All in Sally's voice — warm, direct, playful, confident.
Deliverables
Quality bar
Read it aloud. Does it sound like a real person? Zero clichés. No "passionate" or "leveraged."
Wave 2
Builder
Assembled the site from design system components and content. Built every page section, navigation, scroll animations, responsive layout, contact form with AJAX submission. Made it work beautifully on a phone.
Deliverables
Quality bar
Looks intentional at 375px on an iPhone SE. No horizontal scroll. Lighthouse > 95.
Wave 3
Integrator
Merged the approved copy into the built pages. Ensured content rendered correctly in components. Verified all showcase items displayed from JSON data. Connected all the pieces into a coherent whole.
Deliverables
Quality bar
Does every section tell a coherent story from hero to contact?
Wave 4
QA
Final quality pass across everything. Content review for accuracy and tone. Technical audit for accessibility, performance, and SEO. Competitive review against 3-5 peer portfolios. The last line of defense before this represents Sally to the world.
Deliverables
Quality bar
The hiring manager test: Series B AI startup in São Paulo. 30 seconds on phone. Want to schedule a call?
Wave 1 (Foundation) ran first — the architect and design system agent worked in parallel to build the scaffold and visual language. Nothing else started until Wave 1 passed quality review.
Wave 2 (Content & Build) started only after Wave 1 was approved. The copywriter and builder worked in parallel — one producing words, the other assembling pages from the design system. Both needed the scaffold and components from Wave 1.
Wave 3 (Integration) merged copy into pages. Could only start once both the copy and the built pages were approved.
Wave 4 (Quality) was the final gate. Full accessibility, performance, and content audit. Adversarial QA with three independent AI testers running different review angles simultaneously.
Phases are the macro delivery arcs. Waves are how agents were sequenced within Phase 1. Key decisions (★) and quality gates (◇) show where I intervened. Click any item to expand details and build log highlights.
Started with: CV, career narrative, 3 reference sites, anti-pattern list, positioning statement.
From the build log
Day 1: "The file structure IS the architecture. Get it right."
Astro 5 project created. Directory structure, TypeScript, Vercel deployment, content schemas.
From the build log
Build passed first time. Zero config issues.
8 component primitives, full color palette, signature gradient, responsive typography.
Does it build? Is the design system cohesive? Can agents find where their work goes?
From the build log
Passed. Wave 2 greenlit.
All site copy drafted: hero tagline (3 options), career narrative (3 chapters), descriptions, contact, SEO.
Third person → first person. The entire site was rewritten.
From the build log
"It felt more direct and human. More me."
22 skills → 10. AI-assisted brand review said: "listing everything makes a reader trust none of it."
20 shipped work cards → 16. Merged 4 Zero Latency into 1. Removed weak entries.
Does it sound like Sally? Zero clichés? Mobile-first? Gradient used consistently?
From the build log
"Read it aloud. It sounds like someone you'd want to work with."
3 independent AI testers. Content, UX, hiring manager perspective. Found 9 issues.
Every word requires Sally approval. 2 revision rounds. Opening line rewritten 3 times.
The Market Beneath the Model — second agent team, 6 researchers, designer collaboration.
From the build log
All 6 research agents delivered. Central thesis validated across 5 independent streams.
GitHub → Vercel auto-deploy. Static build, zero config, preview branches.
Every approval went through me. Agents produced; I reviewed and decided. The project-lead made tactical calls; I made strategic ones.
What only I decided:
Briefs are the product.
The quality of an agent’s output is directly proportional to the specificity of the brief. Vague instructions produce generic work. Detailed briefs with research questions, deliverable formats, quality gates, and anti-patterns was the highest-leverage work in this project.
Quality gates prevent compounding errors.
Without gates between waves, downstream agents build on upstream mistakes. The project-lead caught design system issues before the builder started, and copy tone issues before integration. Fixing problems early is cheaper in tokens, too.
The proxy pattern eliminates guessing.
A dedicated agent holding all context about me — career facts, tone, preferences, what I can and can’t share — meant execution agents never had to guess. They asked the proxy, got a grounded answer, and kept building.
The human in the loop is the product leader, not the QA.
The most important interventions weren’t bug fixes. They were framing decisions: switching to first person, cutting skills, choosing which work to showcase. These are judgment calls that define how the world sees you. They can’t be delegated.
The same skills that run a product org run an agent team.
Scoping work into clear tasks. Writing briefs that eliminate ambiguity. Setting quality bars. Reviewing outputs against intent. Making priority calls when resources are constrained. Managing an AI agent team is product management — just with a different kind of team.
I’ve put together a starter kit with the prompt, the process, and tips for people new to building with AI tools.
Get the starter kit →