Baseline builds web applications that increases revenue for businesses.

The apps have solved business problems from increasing customer acquisition for a small medium business, to optimising stickiness (more conversations) for a community of users, to assisting a football club with better player management , to tracking employee’s productivity for an HR firm, to better lead generation for a marketing department, to building new widgets for an app store.

Protoype Process for Web Apps


Every project starts with an idea, which is first converted into a wireframe. Wireframes are basically just low fidelity representations of your applications UI. We keep updating the wireframes and make many revisions until you are happy with the first look. Below are some wireframes for a fitness app.

Design + Slicing

Once the wireframes are finished, we then can create mockups in the design stage. Mockups again will keep changing until we get the colours and the look and feel of all the pages right. Slicing is the process of converting the mockups which we created in the previous stage into web pages. We use Vue.js, HTML/HAML, CSS, JQuery for this stage.


Only after we have finished the front end, do we start the backend development work. This cannot be done simultaneously as the backend work is driven by what is needed in the front end.

We build apps using Ruby and Rails. We use Test Driven Development (TDD), and follow the best practices for building real, robust and production quality web applications.

Below is the News feed section for a social networking site

Below is the Admin Panel for a HR recruitment firm.

Case Study

iTweak Reducing Their Bounce Rate by 35%

iTweak, a business that repairs Apple (iPhone, MacBook, iPod, iPad) products was looking to improve their website and increase leads from potential customers. Their old website was hosted on Wordpress.

Our solution was to first add more clear and visible call-to-action buttons on the website. We made it much easier for customers to choose their device, and select the issues with their device by building a new lead generation flow. All this could be done in 3-4 clicks. We also built iTweak an admin panel which made it possible for the iTweak team to see all the enquiries in realtime, and set up auto emails so that their leads would get contacted immediately.

As they got most of their customers via SEO, they needed a system where they could create SEO optimised pages quickly. So we also built them a CMS to quickly create pages, blogs, on their own and drive more traffic to their website. Below is a view of their new website layout built using Bootstrap.

Overall, I was able to reduce their bounce rate by ~35% by building a new layout and making a few changes. Bounce rate is the percentage of visitors to a website who navigate away from the website after viewing only one page. Reducing their bounce rate meant that people are spending more time on their website, and more people are enquiring for the service.

Most importantly the number of enquiries (leads) via their website has increased since the change in the layout.



Arjun Rajkumar

Hello, my name is Arjun Rajkumar, and I am an independent consultant that specialises in software development. If you have an idea and want to build on it, i’m the guy to talk to. I have worked with various startups and SMB’s over the last 6 years to help them bring their ideas to life.

I’ve been coding for the last 6 years, 5 of them professionally. I also have a lot of experience with digital marketing and SEO and hence understand the importance of optimising for Google and A/B testing everything on your website.

I’ve worked with solo entrepreneurs to startups to small medium businesses, as an independent developer. Being exposed to these different work environments has helped me evolve into a more well-rounded developer. The advantage of working alone is that there is no coordination or communication overhead. Projects get completed faster as getting 5-10 programmers working together on a project requires a lot of co-ordination, add is time expensive.

Recent Blogs

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This post looks into a deep learning model that predicted with 93.8% accuracy what breed a dog is. The prediction was made on pictures of dogs it had not seen before.

A quick guide to using a purchased theme in your Rails app. 1

This post documents the process for including a new theme in your app.