Skip to content
PortfolioPaul Alionis Portfolio

I turn complex workflows into digital products and practical tools

Clear interfaces, connected data and AI where it genuinely helps — reliable systems built around how people actually work.

See the work
Paul Alionis
I'm best at
Shaping products · designing interfaces · building systems
My toolbox
Good questions · UX/UI design · AI-assisted coding · workflow automation

12

Years building and improving digital businesses

ECOMMERCE · AGENCIES · CONSULTING

300+

Client projects delivered through agencies I founded and led

WEB SOLUTIONS · AUTOMATION · MARKETING

25+

Practical training sessions and workshops delivered

AI · CUSTOMER SUPPORT · CHATBOTS

01 / 03SaaS product

CBT Flow

Structured CBT workspace for therapists and their clients

CBT Flow connects treatment planning, sessions, between-session work, outcome measures and practice administration across a Therapist Portal and dedicated Client App. Co-founded with a practising CBT therapist, the product is now in a controlled first-client rollout.

Role
Product strategy, UX/UI and full implementation
Stack
Next.js, Supabase, Postgres, TypeScript, Stripe
Year
2026

The problem

CBT work continues between appointments, yet many practitioners still run it on paper notes, emailed PDFs and separate systems for scheduling and payments. Information doesn't move cleanly between therapist and client — so session time goes to admin and scoring instead of therapy.

The insight

Most practice software is organised around appointments and records, but CBT is a guided process that continues before, during and after each session. CBT Flow follows that continuity: the treatment plan connects sessions, protocols, resources, measures and homework, while the Client App carries actions to the client and brings progress back. The therapist remains in control.

Gallery

· All screens show demo data for presentation purposes

One connected workflow between the Therapist Portal and Client App

01 / 07

What was built

  1. A connected Therapist Portal – a caseload board and one record per client: plan, sessions, payments and messages in a single view.

  2. A CBT-specific clinical workflow – reusable protocols, living treatment plans, session notes and formulations support work during and between sessions.

  3. A dedicated Client App – clients join by email, link or QR code, sign agreements, and see only what their therapist enables.

  4. Integrated practice operations – public booking, Google and Outlook calendars, Stripe payments, reminders and invoices in one place.

  5. Custom marketing and operational tools – a purpose-built CMS runs the marketing site and SEO; an internal CRM connects users, plans and email automation.

  6. A privacy-first foundation – encrypted clinical fields, least-privilege access and consent flows, built against UK and EU data-protection rules.

Key decisions

Building around the therapy journey

CBT is not a sequence of isolated appointments. The product needed to support the connected work happening before, during and between sessions.

Keeping the therapist in control

The platform provides structure while leaving clinical decisions with the practitioner. Therapists decide which tools to use, when to assign them and what each client can access.

Prioritising privacy from the beginning

Therapists and clients need confidence that sensitive information is handled carefully. Security had to be a starting condition, not a later feature.

Being deliberate about AI

Given the sensitivity surrounding AI in therapy, we chose not to include it in the first release. It might be introduced later, once real usage and practitioner feedback show where it adds genuine value.

02 / 03Cross-channel operations

DiamondLine

A shared data and operations platform for every sales channel

Diamond Hub gives the team a shared view across previously separate sales channels and data sources. It keeps stock synchronized, streamlines daily workflows, supports cross-channel reporting and lets the team use AI Copilot to get quick answers.

Role
Solution concept, data architecture, UX/UI and full implementation
Stack
Next.js, TypeScript, SQLite, WooCommerce, AI integration
Year
2025 — 2026

The problem

DiamondLine’s operations were spread across WooCommerce, a separate warehouse management system, a physical shop and manual field-sales processes. Stock frequently drifted out of sync, sales managers lacked a dedicated ordering workspace, and management could not see all sales channels together.

With more than 2,300 products, WooCommerce admin was slow and crowded with fields staff never used — easy to get lost in, easy to make mistakes. Adding products was cumbersome, and WordPress limited advanced display rules for categories and products.

The insight

The team didn't need another integration or plugin. It needed a layer that connects the existing sources, organises their data around real employee workflows and makes the whole business easier to understand. Reporting and Copilot then read from the same consistent picture.

Gallery

· Live system. Sensitive and commercial data redacted

All sales channels at a glance

01 / 08

What was built

  1. One dashboard across all sales channels – ecommerce, retail and field sales in one view of performance, open work and exceptions.

  2. Connected stock across systems – quantities synchronised between Dagos WMS and WooCommerce — 28,500+ orders indexed, and products re-indexed only when they change — with mismatches made visible.

  3. Retail and field-sales workflows – store staff log daily takings and collections; sales managers create orders, apply pricing and send payment links from their phones.

  4. A unified CRM with enriched data – one record per customer, assembled from every channel the business already has — purchases, loyalty programme and Omnisend marketing status.

  5. Cross-channel reporting – revenue, products, customers and campaigns compared across channels instead of inside isolated systems.

  6. Diamond AI Copilot – a read-only, role-aware assistant that answers questions from available business data — each employee sees only what they're authorised to see.

Key decisions

Designing around each employee role

Owners, store staff and field sales managers have different responsibilities and working environments. Focused workspaces keep each interface lighter, reduce mistakes and restrict access to only the information relevant to that role.

Separating business operations from the storefront

What started as a WooCommerce–warehouse sync could have remained another plugin. Building a standalone system allowed data from several sources to be normalised and indexed once, reducing repeated API queries and giving every workflow a faster, more reliable foundation without slowing down the storefront.

03 / 03Internal portal

REEI

Marketing performance, SEO ranks and CRM data in one internal portal

REEI’s internal portal connects web analytics, automated SEO monitoring, paid media and CRM pipeline into one workflow. The team can follow reported interest from its source to a sales opportunity without rebuilding the picture across tools.

Role
Product design and full implementation
Stack
Next.js, TypeScript, PostgreSQL, Google Cloud, DataForSEO, WordPress API
Year
2026

The problem

REEI was investing in its website and SEO, but had no reliable way to see progress across target pages and keywords — or whether that work was producing qualified enquiries.

The commercial side had a matching gap: BESS opportunities develop slowly, and generic CRM tools didn't reflect how the team actually takes a deal from first contact to a signed project.

The insight

In the BESS market an enquiry is rarely a quick sale — projects are technical, slow-moving and coordinated across many parties. The portal is built around that reality: marketing data shows where interest comes from, while a purpose-built pipeline with BESS-specific task templates carries each opportunity through the months that follow.

Gallery

· Live system. All screens show demo data

Marketing, SEO, conversions and sales pipeline in one overview

01 / 07

What was built

  1. A shared marketing and commercial dashboard – Key website, search, advertising and CRM indicators show how audience activity relates to current opportunities.

  2. A connected conversion journey – Traffic sources, landing pages and converting pages show how visitors become enquiries and how those enquiries progress through the CRM.

  3. Page-level SEO intelligence – each target page carries its rankings, visibility and conversions in one row — progress is visible per page, not per report.

  4. Configurable keyword monitoring – The team can organise keywords by target page, location and device, control check frequency and compare positions over time.

  5. A CRM shaped around actual workflow – Contacts, companies and high-value deals move through relevant stages with tasks, documents, notes and activity kept together.

  6. A connected integration layer – GA4, Google Ads, Search Console, DataForSEO and website conversions feed the portal through APIs, scheduled synchronisation and webhooks.

Key decisions

Connecting marketing signals to the sales pipeline

Rather than reporting marketing and sales separately, the portal links acquisition, website behaviour, conversions and pipeline progress into one continuous view.

Turning each opportunity into a clear workflow

BESS opportunities can take months to develop and require coordinated technical and commercial steps. Purpose-built stages, tasks, documents and activity history keep that work visible and easier to continue.

How I usually work

From why it matters to how it works

01

Explore what matters

Understand the full picture before deciding what to build.

I bring together stakeholder input, domain knowledge, existing workflows and available data to understand the opportunity from several angles. Together, we form a problem–solution thesis and agree on the intended outcome, key constraints and non-negotiables, setting ground principles for future design, technical decisions and AI-assisted work.

02

Design the way forward

Lay a strong product foundation before implementation begins.

I map the user journey and translate our thesis into a functional blueprint, wireframes and an early prototype. These steps reveal the capabilities, data and integrations the solution needs, helping us test assumptions, identify gaps and make important design and technical decisions before implementation.

03

Build it to work beautifully

Keep complexity under the hood and the experience effortless.

Complex workflows, integrations and AI can do the heavy lifting behind the scenes, but the user should still experience a fast and obvious path through each task. Reusable foundations, maintained documentation and practical monitoring help me build efficiently while giving the team a solution that is easier to test and improve.

04

Launch, learn and improve

Release carefully, learn from real use and adapt the direction.

I check security, performance and critical workflows before we begin a controlled rollout. Usage patterns, performance monitoring and feedback show us what to simplify, strengthen or remove. Together, we revisit the original thesis and decide whether to continue as planned, adjust course or introduce additional capabilities and data sources.

Experience

Somehow, one thing has kept leading to the next.

  1. 2024 — present

    Product Developer & Digital Consultant

    Self-employed

    The current chapter brings many of my previous experiences together. I work with long-term clients on digital products, internal tools and operational systems: understanding the problem, shaping the product, designing the interface and implementing the solution.

    Recent work includes custom e-commerce extensions, sales and fulfilment tools, a ticketing system, advanced conversion tracking, API integrations and AI-driven workflows. AI-assisted development now lets me carry more projects from initial idea to tested release, while bringing in trusted specialists when their expertise adds value.

  2. 2024 — 2025

    Lecturer – AI Tools and Customer Support

    edON Academy

    Before generative AI became mainstream, I was regularly invited to teach chatbots, conversational design and automation at companies, institutions and industry events. That background led edON Academy to invite me as one of around a dozen lecturers contributing to its six-month Digital Marketing, AI and No-Code Tools programme.

    I designed a full-day AI and Customer Service module combining principles with practical exercises: mapping workflows, selecting strategies, and developing knowledge hubs and tone-of-voice foundations. Participants then built, customised and tested AI-assisted chatbots in Botpress. Around the same time, I also delivered consultative workshops for teams and public audiences.

  3. 2021 — 2024

    Agency Lead & Digital Consultant

    Digita1 Agency

    Digita1 Agency grew from the trust we had built through ChatMarketing. As clients asked us to solve problems beyond chatbots, adjacent work became a broader service line spanning web development, e-commerce, design, automation and marketing.

    I stayed closely involved, shaping direction and translating client needs into actionable briefs, while coordinating designers, developers, marketers and copywriters through delivery. As the agency model wound down, I moved towards independent product and consulting work while continuing to collaborate with trusted specialists.

  4. 2018 — 2024

    Co-founder & CEO

    ChatMarketing

    After seeing conversational marketing transform acquisition at BeautyClick, I co-founded ChatMarketing — Lithuania’s first chatbot agency — and led it for six years. The team grew to 15 and completed more than 300 projects generating over 24 million interactions across e-commerce, finance, healthcare, logistics and public services.

    Clients included IKEA, Samsonite, Accenture, Lithuanian Post, BC Žalgiris and Maxima Group. My role spanned business development, strategy, conversational design and delivery as our work evolved from Messenger journeys to NLP, NLU and GPT-based assistants. We also experimented with domain-specific Lithuanian NLP models and prototyped two chatbot SaaS platforms, giving me a practical foundation before AI agents entered the mainstream.

  5. 2017 — 2018

    Digital Director

    BeautyClick, Kenya & South Africa

    While studying Marketing Management in Copenhagen, my experience building GentleHair led to a role with a Danish-funded beauty e-commerce company operating in Kenya and South Africa. I initially worked remotely before spending seven months with the team in Kenya, leading digital marketing team and migrating platform to Shopify with custom integrations.

    I assumed familiar Western strategies would transfer easily and was quickly humbled: paid traffic generated interest, but limited trust in e-commerce meant poor conversion. When Facebook introduced Messenger ads, demand grew so quickly that the sales team struggled to keep up, prompting me to automate initial interactions with chatbots. Prospects could do fun quizzes, browse the makeup or hair looks and look into deals, leave their details and enter follow-up sequences before speaking with a sales agent.

    The approach converted far better than click-to-site campaigns and contributed to fivefold revenue growth within a year. It taught me to question familiar assumptions — and revealed the opportunity that later became ChatMarketing.

  6. 2014 — 2019

    Founder & CEO

    GentleHair

    Ever since I was a kid, I wanted to create something of my own. When I finally became an “adult,” I acted on that ambition rather dramatically: I left a Computer Science programme and invested my savings for a new car into boxes of men’s hair products. That became GentleHair, inspired by my interest in barbering and the lack of higher quality products in Lithuania.

    With no budget for specialists, I learned branding, e-commerce design, content, advertising, fulfilment, customer support and sales by doing them myself. I repeatedly redesigned the store, wrote guides and reviews, and filmed haircut videos that attracted millions of views.

    International orders soon followed and within two years, GentleHair had shipped to more than 100 countries. Moving to Denmark turned it into a side business, but the experience created the foundation for everything that followed.