feral

Feral

Feral is an AI and digital product studio creating smart tools that give people the time to care, and the power to do more.

Studio

We build for place: tools that keep local businesses, services and communities running on their own terms.

Our products

Nookshop

Commerce for one-off runs · 2026

Umami

A public, voice-first journal · 2026

Juno

A proactive AI accountability coach · 2026

Bikestack

A logbook for your bikes and their parts · 2026

Nookshop
2026
A lightweight commerce platform built for one-off runs — a single furniture piece, an art piece, a limited drop, not an ever-refilling catalog. The whole store can be run from a Telegram bot: add a product by sending a voice note and snapping a photo on your phone. No screens, no dashboard, no UI to fight with.
Umami
2026 · umami.fm ↗
A public, voice-first journal. You record a short spoken note answering the day's prompt, drop it into a themed channel like gratitude, growth, or wonder, and it plays back over a soft music bed alongside everyone else's — daily reflection you speak instead of write, like leaving a voicemail for anyone who wants to listen. Notes can be exported into beautiful videos for social.
Juno
2026 · juno.feral.fyi ↗
A proactive AI accountability coach you talk to through messages and voice, on a mission to connect people with themselves and prepare them to think with agility in a dramatically changing world. It builds you a dashboard that surfaces the patterns holding you back alongside your strengths, and sends a daily briefing with your priorities for growth and a personal letter celebrating your wins. Built with Liz Tran, executive coach to founders and CEOs and author of AQ, whose Agility Quotient framework shapes how Juno understands each person.
Bikestack
2026 · bikestack.app ↗
A web app for cyclists to track bikes, components, and maintenance — logging service history and part wear, with ride and mileage sync from Strava. Public build pages let you show off a bike or sell parts.

With partners

Public Map homepage
Public Map

A bilingual community mapping platform co-created with Cambridge, Cardiff and Wrexham Universities and funded by the AHRC. We designed and built the website. It helps communities co-create open data maps to reveal local need and shape better futures.

A Think Like A Mountain ride story, with a photo of riders on a river bridge beside a map zoomed to that spot
Think Like A Mountain 2025

An all-terrain cycling community in South Wales that rides together each month to bring people closer to the land. We designed and built the website, a home for its events and ride stories.

  • A storytelling map. Each ride story keeps a map beside the text that moves to each place as you read about it.
  • Points of interest are added once and reused across stories, then gathered on one map you can filter by type, from hill forts to waterfalls to places to eat.
  • Every route comes with its distance, climbing and a GPX file, so you can ride it yourself.
  • Events with RSVPs, and the next ride running across the top of the home page.

More

EVERYMASK face mask
EVERYMASK 2020

A no-sew, reusable face mask designed during COVID-19 to be made from household materials. Nose piece files on Thingiverse.

EVwhere video still: an electric unicycle in the rain beside a New York taxi
EVwhere 2018

Documenting EV culture in New York City. YouTube · Instagram

A piñata hanging in a truss rig, with the bat machine beside it
Tweetable Piñata Machine 2015

A tweetable aluminium baseball bat on a servo arm, triggered at live events. Featured on Hackaday.

Gameshow timer lit up on the workbench mid-build
Arduino Gameshow Host 2015

An Arduino-based buzzer and scoring system for a fast-paced weekly pitching contest. Featured on Hackaday.

The Raspberry Pi photobooth mounted on a stand
Raspberry Pi Photobooth 2015

A phone-controlled photobooth built on Raspberry Pi. Featured on PetaPixel.

Taskbot desktop companion
Taskbot 2012

A desktop companion to help remote workers fight distraction and build focus. Featured on Develop3D.

Writing

I Never Finished Anything Feral in Public · Jul 2026 How Teaching People to Grow Food Will Change the World Feral Lab · Jun 2023 Feral Garden 1: Gathering Materials and Planning Feral Lab · Jul 2023
More writing
Composting: Participating in Natural Systems Feral Lab · Jul 2023 Still Rewilding — an Update Medium · Aug 2022 Rewilding for Happiness Medium · Apr 2021 A Rewilding Journey: Soil is Where it Starts Medium · Jul 2021 A Rewilding Journey: Meat is Murder? Medium · May 2021 A Rewilding Journey: Breaking Away Medium · Apr 2021 A Rewilding Journey: Workable Land Medium · Apr 2021 A Rewilding Journey: From City to Country Medium · Mar 2021
System Struggle Model roowilliams.com · Mar 2020
Habits + Focus roowilliams.com · Mar 2020
Freed by Constraints roowilliams.com · Jan 2020
Maker to Artist roowilliams.com · Jan 2020

Bio

Feral is led by Roo Williams, a designer, maker and builder working at the intersection of software, craft and ideas. Roo studied product design at Central Saint Martins and prototyped new products at Twitter in New York before returning to South Wales. The work now sits where technology, systems and community meet: smart tools that help local services, community organisations, and small food and farming businesses stay rooted in their place and become more resilient. Interested in anything that blurs the line between digital, physical, and the more than human world.

Elsewhere

Contact

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