Senior Product Engineer · Founder, Hexify
I help product founders, operations teams and agencies take technical ownership of live booking, CRM and operations software—improving difficult workflows, connecting systems and adding AI where it solves a defined problem.
Live application
Your product & operations
Customer booking
Operations workflow
CRM & integrations
AI assistance
Engineering ownership
Assess → improve → test → document → keep evolving
What I do
The work starts with the application, the people using it and the outcome that needs to improve—not with a predetermined technology.
I get oriented in an existing codebase, clarify how the product works and take responsibility for focused improvements as it evolves.
I work across the interface, backend and integrations to remove friction from booking, CRM and operational processes.
I add AI only where the task is defined, the output can be checked and the surrounding workflow is ready for it.
Selected work
Client contributions are shown first and given more space. Each description is intentionally specific about contribution rather than implying sole ownership of a team-built product.
Booking software
A live private diagnostic booking platform for patients and providers.
My role
Contributed to diagnostic booking and provider workflows as part of the product team.
Operations software
A live care-planning and operations platform for domiciliary care teams.
My role
Contributed to care-planning and operations features as part of the product team.
Reporting software
A live SEO product built around audit, prioritisation and reporting workflows.
My role
Contributed to audit and reporting workflows in the live product.
Product work
These live products are labelled separately from client contributions. Each image comes from a current public product page or verified product overview.
CRM
An internal Hexify product for lead tracking, enrichment and operational follow-up.
My role. Founder and product engineer. Building the CRM interface, lead tracking and workflow automation.
Finance assistant
A live WhatsApp finance assistant with a web experience.
My role. Product engineering across the live WhatsApp finance assistant and its web experience.
Desktop software
An independent Tauri and Rust desktop SSH product with AI assistance.
My role. Independent product design and engineering. AI can suggest commands, with human review required before a suggestion runs.
How I work
A focused first phase can stand alone or become the start of an ongoing engineering relationship.
Review the application, access, constraints and the workflow causing trouble.
Define the outcome, responsibilities, acceptance criteria and a sensible first release.
Work within the existing architecture, improving it where the change justifies doing so.
Verify the changed workflow, edge cases and integrations before release.
Record the important decisions, setup and handover details the next person will need.
Continue with measured product improvements when ongoing ownership is useful.
Asad Iqbal
Senior Product Engineer · Founder, Hexify
About
I’m Asad Iqbal, a senior product engineer and the founder of Hexify. My background spans full-stack product development, healthcare and operations software, integrations and infrastructure.
I’m most useful when an application already matters to the business. I can move between the customer journey, operational workflow and underlying system, then make pragmatic decisions about what to preserve, what to improve and what to build next.
That means taking ownership beyond a ticket: understanding why the workflow exists, keeping delivery clear and leaving the application easier to operate and evolve.
Questions
Short answers to the situations I hear most often. If your situation is not here, ask it directly through the enquiry form.
Yes. The first step is understanding how the application is built, how it is hosted and which workflow is causing trouble. From there I can take responsibility for focused improvements as the product evolves, whether that starts as a scoped piece of work or ongoing ownership.
No. Many engagements start with one difficult workflow rather than a rebuild. A redesign or migration is only worth it when the platform itself blocks the work, and I will say so plainly if that is not the case.
That is usually the substance of the work. I move between the customer-facing journey, the operational workflow and the underlying system, then improve the parts that are actually holding the team back, including the connections between tools.
I add AI only where the task is defined, the output can be checked and the surrounding workflow is ready for it. That means evaluation, safeguards, fallbacks and appropriate human review built in from the start, rather than AI added to make a feature sound modern.
Yes. I work with agencies on scoped delivery and ongoing engineering for applications already in use. We agree communication, client ownership and handover before starting. That does not imply a referral fee, exclusivity or white-label terms unless those have been agreed.
Send an enquiry at https://www.asadiqbal.me/work-with-me describing the application, the workflow causing trouble and the outcome you need. I review that and suggest whether a conversation or a scoped assessment is the right next step. You do not need to choose the technical solution first.
Start a conversation
Share the application, the workflow causing trouble and the outcome your team needs. I’ll review the context and suggest a useful next step.