Steve was working as an engineering manager at ShopStyle and found that an increasing amount of his team's time was spent working on custom requests from departments like marketing and sales. They tried moving to a headless CMS but the data and components couldn't keep up with ever evolving needs. They wanted a drag and drop system connected to their code, data, and components.

This pain point inspired him strike out on his own to create a new product. The vision was a tool that would allow colleagues from across a company to make changes to web pages without requesting dev time, but would also ensure that any changes made would be up to the standards of the design department and not introduce errors that engineering would then have to fix.

Hence, the company's pitch for a plug & play system that integrates with your existing sites & apps. It relies on a few key ideas:

API-based infrastructure that is native to your tech stack
Works with any frontend or backend
Build with your own data, like product catalogs or customer data platforms, to create rich, dynamic experiences

You can check it out for yourself over at Builder.io.

Follow Steve on Twitter and TikTok where he breaks down websites and effects he finds interesting.

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