PRGDirection
Find what matters.
Product engineering studio
AI-first / Prague
Product engineering studio · AI-first · 2026
Software,
made useful.
We design and build focused digital products—AI-first where it creates real leverage, rigorous product engineering everywhere.
See the practiceNF / 01Product engineering studio
One studio, end to end.
Direction.Engineering.
Delivery.
Engineering
Make it work.
Delivery
Put it in use.
Strategy
●Design
●Engineering
●AI-first
●01 / Practice
Small teams.
Sharp products.
The studio works where product judgment and technical depth matter at the same time. AI is a powerful default, never the point by itself. The product still has to solve something real.
02 / Capabilities
Build the
right thing.
Product engineering
Strategy / Systems / Delivery
From a clear first version to a dependable product: architecture, interaction, implementation and the decisions between them.
AI implementation
Models / Agents / Workflows
Practical AI features, workflow automation and agentic tools designed around real use—not added for the pitch deck.
Web & mobile
SSR / APIs / Native
Fast, legible web and mobile products with strong foundations, precise interfaces and room to evolve.
03 / In development
New work,
under way.
The studio is currently developing a small portfolio of original products. The details stay quiet until the useful part is ready.
01 — Product
Everyday utility
A focused consumer product designed for repeat use.
IN DEVELOPMENT02 — Intelligence
Useful AI
Applied intelligence built into a real workflow—not a demo.
IN DEVELOPMENT03 — System
Product infrastructure
Software foundations that make ambitious products simpler to operate.
IN DEVELOPMENT04 / Method
How the work
moves.
Direct collaboration, senior attention and a bias toward the thing itself.
Start with the useful part.
Find the smallest version that creates a real advantage. Build that first.
Design and engineering stay together.
The interface, model and system are shaped as one product—not passed between silos.
Make progress visible.
Working software, direct decisions and clear trade-offs replace long process theatre.
05 / Founder
Martin
Rajdl.
Software engineer and product builder with experience at Coral, Metaphysic/Brahma, Attio, Zenbase and Pipedrive. The work spans AI production workflows, user activation, frontend platforms and developer experience. Now building new products through Northframe.
View experience on LinkedIn06 / Contact
OPEN / SELECTIVELY
Have a hard
product to build?
For product engineering, AI implementation, technical leadership and selected builds.
Start a conversation