Kelsey Iverson

20 years of operations leadership, on top of 9+ years in software development. Let's build something together.

  1. '87Born, MT
  2. '06Graduated HS, ID
  3. '06Boise State, Pro Cheerleader
  4. '06Supervisor, Starbucks
  5. '09Manager, Metro Cafe
  6. '11Supervisor, Big Sky Resort
  7. '11Naturalist, Yellowstone NP
  8. '14Chief Yacht Stewardess, Atlantic Ocean
  9. '15–'20Project Manager, MP Designs
  10. '16Discovered Coding
  11. '16Alt for Norge 🇳🇴
  12. '17Montana Code School
  13. '17First Tech Talk
  14. '18–'20UX/UI Engineer, Elevation
  15. '18–'20GTM Developer, LumenAd
  16. '185 Hosted Tech Talks
  17. '18–'26Missoula Tech Organizer (70 → 757)
  18. '196 Conference Talks
  19. '20–'23Full Stack Dev, SipScience
  20. '20Founded Obsidia.Tech
  21. '21–'2613 Custom Apps & Websites
  22. Feb '26Discovered Claude Code
  23. '268 Hosted AI Teaching Events
  24. What's Next?

Concept to Production

Built From Scratch or Full Redesign

Read Sapphire case studyView all dev projects

Sapphire
Chiropractic

Redesign an informational website to engage users and empower patients with knowledge

THE OVERVIEW

Project

40+ Page Website Redesign, Re-branding & Integrated Scheduling Software

Skills Applied

Graphic Design, Website Design, Information Architecture, SEO Optimization, Hosting

Time

3 Months
For the Finished Product

THE CHALLENGE

Dr. Marston has a great chiropractic practice out in Victor Montana that we wanted to spread the word on! So many health-related websites are heavy with advertising and old blog-type panels. We worked with the team to come up with something fresh and quality. A website that could equally represent Dr. Marston's compassion and loyalty to his patients.

SETTING THE MOOD

Through the use of shape, typography, and color, we were able to create a whole new, scientific feel, while keeping a familiar face to Dr. Marston's website. Custom coded javascript gave the shapes the movement we needed.

DESIGNING FOR A BROAD
AUDIENCE

We wanted to make sure that Dr. Marston's message reached loud and far; across Montana and on a wide variety of platforms and devices. We greatly focused on the user who is in pain, making it easy for them to find the answers they seek to make an informed decision about chiropractic care.

Florence-Carlton Chiropractic responsive website on iPhone and iPad

TOGETHER WE ARE STRONGER

We integrated in Acuity Scheduling software to find Dr. Marston a better solution for his patient's user experience with scheduling. We also could not have brought this website together without the help of the brilliant photographers and videographers of Starrett Artists, quality pictures for 40+ pages is a task they delivered seamlessly on.

Starrett ArtistsAcuity Scheduling

FINAL PRODUCT

We now not only have a website that is easily navigable, mobile responsive and beautiful, but also a business owner that can sit back and trust that our SEO optimization is reaching the future patients that need Dr. Marston's specialized chiropractic care. It was an absolute pleasure working with Dr. Marston. We think it goes without saying, you all should check him out in Victor, MT. If we learned anything from building this site, it is that he holds 100% integrity to the mission of getting people in the Bitterroot well.

Recent Dev Projects

Working Inside What Already Runs

Integrated Solutions in Established Systems

Read WOH case studyView all integration projects

Water Operator
Hotline

Turn water-compliance knowledge held in a rotational position in small counties into a platform the smallest systems can run themselves, year after year, no matter who holds the job

THE OVERVIEW

Project

Membership Platform, Guided System Intake, Generated Compliance Tasks Calendar & Operator Call Routing w/ AI note taking

Skills Applied

Domain Modelling, Product Design, Next.js & TypeScript, Postgres, Stripe, Agent-Driven Delivery & Handoff

Time

9 Months
For the Finished Product

THE CHALLENGE

Around 18,000 small water systems run with one or two people, but the federal rules that govern them are written for utilities with a full, mechanically inclined staff. The knowledge that keeps one compliant lives in the heads of operators who are retiring or rotating out, so WOH came to us to get it out of those heads and into a platform that can be passed on.

SETTING THE MOOD

We designed for two people at once: an operator at a desk with twenty years in the job, and someone in a dark pump house holding a phone up to the problem, new to the system and with little mechanical knowledge. The data underneath is complicated, so we gave the client's navy and blue elements wide spacing and sized important buttons for a gloved hand.

A member's compliance dashboard on a laptop, beside the same dashboard on a phone

FOUR AUDIENCES,
ONE PRODUCT

One SaaS platform, designed for four kinds of people. The PUBLIC finds WOH by searching for an answer, so the free side is built on 2026 SEO practice and positions WOH as a national expert. That visitor becomes a MEMBER, aged 20 to 80, working the dashboard without help. Behind them, a certified OPERATOR reviews a member's whole system in a few clicks before picking up the call, and an ADMIN watches the KPIs that keep the company growing and the operation running smoothly.

A member's own system drawn from their intake answers: sources, treatment, storage, distribution
A year of sampling and maintenance on a phone, generated rather than typed in
A video call in progress on a phone: a certified operator on screen, with the member's own camera on the equipment in the corner
The four Water Operator Hotline mascots: the plain hard hat, one holding a magnifying glass, one holding a book, and one holding tools

MID PROJECT SWITCH

WordPress was the right call when we scoped the project, and midway through we hit a roadblock on one specific need for tasks in the calendar. So we took a risk and a LONG weekend on a second brain and a harness that handed our LLM the whole project context, plus the public site and dashboard designs already coded. Our Agents built in 3 days what took 4 months on WordPress, and at 85% there, it was time to design the AI systems for the business.

ENTER STAGE LEFT - THE HARNESS

This codebase had to hand off to a less technical team member at WOH who could prompt it to make edits, and that took many versions of harness design. What we landed on and tested thoroughly started with something J. Scott Chapman provided and became our own: a ticket driven dev harness, with model routing, ticket sizing, context navigation and SIZING in layers so every model after it is just as powerful. It runs on github tickets and worktrees, it compounded our output by 428% with Fable, and humans are in the end of session, only to approve or restart a pass.

22 days before and
after harness design
BeforeAfter
Pull requests merged
0
0
2.1xhigher is better
Tickets closed
0
0
2.1xhigher is better
Rework
0
0
70% lesslower is better
Average pull request
0
0
20% smallerlower is better

FINAL PRODUCT

Water Operator Hotline has been live since 18 June 2026, serving paying members and the operators who take their calls. A member who could not have told you their sampling schedule six months ago opens the app and sees the year laid out, month by month. The process that built it went with it, so knowledge that used to leave with every rotation is written down, running, and theirs to keep building on.

The member's own water system on a laptop, with a terminal window in front of it running the repository coding assistant: a request typed in plain English asks for three new PDF manuals to be added and for the maintenance tasks they mean for members to be worked out

Recent Integrated Jobs

Community Centered

Education + Workshops

Watch Xbox hackingView all events

References

  • ownership

    “I had the pleasure of working with Kelsey Iverson at LumenAd where I was the VP of Research and Development, the department in which Kelsey worked. As Kelsey's manager, I supervised her training in the Tracking Specialist role, and the application of her skillset toward projects and department objectives. I also had the opportunity to see her apply critical thinking, judgement, creativity, and a spirit of collaboration to the tasks and projects she worked on.

    While the core requirements of the Tracking Specialist position were the timely and accurate implementation of tracking technologies on clients' websites, there was considerable room for process creation and improvements along with cross team collaboration. Kelsey rose to these occasions, taking initiative to push projects forward, creating better processes, and generating value for the company.

    Kelsey is specifically skilled in effective communication, independent projects, continued self teaching, and accountability. Kelsey was an effective employee and her work enriched LumenAd's offerings while also adding value to the R&D department and its associated objectives. Beyond that, her attitude was consistently positive and she brought a fresh perspective to the team. Again, during the 13 months that I was her manager it was a pleasure working alongside her, and I highly recommend her for any position she is considering.

    Kyle Kienitz

    VP of Research and Development, LumenAd

  • follow-through

    “Kelsey worked with us at Wave & Circuit to bring an interactive digital art piece to reality. Kelsey's attention to detail coupled with her willingness to go the extra mile made for a highly successful project!

    Jay Bruns

    Co-Director, Industrial Arts Montana / Wave & Circuit

  • empathy

    “Empathetic, Smart, Hard-working, Inquisitive, Explorer

    Kelsey has a knack for asking the right questions in order to discover business and interaction goals. It's refreshing to encounter someone who knows how to organize information and UI elements to reduce barriers and enhance users' abilities to make decisions and experience delight. Kelsey is one of those few.

    She uses her empathy to understand problems, offer solutions, and help others to understand perspectives that would, otherwise, go overlooked. Kelsey is a hard worker, but more importantly, understands what work should be done, rather than mindlessly working hard on something that need not be done at all.

    I value having worked with Kelsey and would not hesitate to recommend her to anyone who values their clients' experiences or wants to elevate their team.

    J Scott Chapman

    Owner and Developer, Ravenview Services

  • persistence

    “I worked with Kelsey Iverson at LumenAd (now PathLabs) and trained her to be my successor as a Google Tag Manager Developer. I was consistently impressed with her attention to detail, problem solving, and communication skills. Kelsey has an ability to figure out vague details very quickly. She continues to push through any roadblocks in an effort to resolve her tasks. Most notably, she is a kind an [sic] empathetic colleague who strives to thoroughly understand the requirements in an effort to deliver quality results and be able to bring anyone else involved up to speed efficiently without sacrificing the integrity of the particulars. I hope to work with Kelsey again as she would be an excellent addition to any team.

    Kathryn Kelly

    Engineering Manager, former LumenAd

  • teaching

    “I've had the privilege of working with Kelsey in several capacities in our community: when she led an all-day UX workshop for middle and high school girls, as a speaker at a 50+ person event, and when organizing logistics for at least three tech events. Kelsey is extremely easy to work with, reliable, communicates and meets the deadlines she sets, and cares deeply about creating healthy and productive space for people to connect and learn together. She is a driven developer and designer as well as an effective teacher who can adapt and work with diverse groups. Kelsey sets out with a keen eye for both the big picture and the details, and her impressive list of accomplishments is a testament to her ability to take her ideas and make them reality. I look forward to working with her more in the future and would recommend her without any hesitation.

    Smai

    Senior Software Engineer, Workiva

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