Meet the Makers: Toey

Meet the Makers: Toey

Behind every screen is a team of people who care deeply about how it looks and works. Meet the Makers is where we introduce them.

If you've set up ScreenCloud recently and found it reasonably painless, that's partly Toey's doing. She works on our product team and spent recent months on Studio's onboarding—the kind of project where success means users never notice the work at all.

We asked her about that, plus edge cases, ultra trail races, and what AI might actually be good for in digital signage.

On the appeal of product work

For Toey, the draw isn't the code itself; it's everything around it.

"I like that I get to work on different kinds of problems and actually see the things I build being used. It's not just about writing code. I get to understand what we're trying to solve, think about the best way to approach it, and work with the team to turn it into something useful."

What's the most interesting problem you've worked on recently?

"Probably the onboarding work in Studio. There were quite a few things to think about because we wanted to make it easier for new users without giving them too much information at once.

"I enjoyed it because it wasn't just a technical problem. We had to think about the whole user journey and how everything would fit into the existing product."

What's something people might not realize goes into building ScreenCloud?

"I think there's a lot of work behind even the simplest-looking feature. There are usually lots of edge cases, different ways people might use it, and things that need to work together with the rest of the product."

"A lot of the work is probably invisible to users, which is kind of the point. If we've done it well, it just feels simple."

What's your ideal way to switch off after a busy week?

It turns out the answer to a demanding week is a differently demanding weekend.

"Probably going for a run, especially trail running, and then doing absolutely nothing productive afterwards. Running is a good way for me to switch off from work and clear my head.

"I also really enjoy challenging myself with ultra trail races. I like the fact that every race is different and you have to deal with the distance, elevation, and terrain. After a long run, good food, a movie or series, and a quiet weekend sounds pretty perfect to me."

Where digital signage goes next

"I think it's interesting to see digital signage becoming more dynamic and interactive, rather than just displaying the same content on a screen.

"I'm also curious to see what AI can do here. There's a lot of potential to make creating and managing content much easier, especially for people who aren't technical. I think making something that can be quite complicated feel really simple for the user is where it gets interesting."

Which brings the conversation full circle, the same instinct that shaped Studio's onboarding, pointed at what comes next.

Want to meet more of the team behind your screens? Catch up on previous Meet the Makers features through our resources page.