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The Toth LabExperimental Works
00Prospectus

Most experiences are one
real moment away
from being unforgettable.

Usually it's something small enough that nobody flagged it, important enough that it's costing you anyway — and once you see it, you can't stop seeing it. That's what we're here to show you.

How can we help? See what we do

business, brand, and AI systems built to make the day to day easier

01Who We Are
FIG. 1 — The partnershipKATHLEENMICHAELTHE GAP
Different rooms · found at once

Two doors, one gap.

We were raised by parents who spent their lives designing at the intersection of form and function — a highway, a bridge, a dress shirt, a kitchen renovation, whatever was in front of them — so neither of us really learned to separate how something works from how it feels. We just never knew there was another way to look at things.

That's still how we look at everything now, just from two different vantage points. Kathleen's spent her career inside organizations, watching an experience fall just short of the moment that would have made someone feel something. Michael's spent his at the engineering layer, watching real technical possibility sit there because nobody on the business side knew to ask for it. Same starting point, seen from two different sides — and somehow we usually end up there together.

02The Team

Kathleen Toth

Experience Design Strategist

Kathleen finds the moment a product or an organization is leaving on the table, then builds the actual infrastructure to catch it — not a recommendation, the thing itself. As Director of Experience Design at Weight Watchers, that meant building virtual programming systems, talent ecosystems, and behavior-change frameworks from scratch. Before that, at SoulCycle, it meant running instructor programming and talent management for a team of 150-plus people across a whole portfolio of physical locations.

Digital, in-person, startup speed, enterprise scale — different rooms every time, same instinct each time: notice what's missing, then go build it.

Strategic visionOperational instinct

Michael Toth

Engineer

Michael has been making technology do things it wasn't originally built to do since he turned an Xbox into a working computer in high school, and it's still basically the same instinct now. He's a full-stack engineer who's especially good at seeing where AI can be genuinely useful inside a business, then building the actual system instead of just talking about it.

The throughline is less “futurist” and more practical: find the thing that would make the experience work better, then make it real.

Full-stack engineeringApplied AI
03What We Do

How we find what's missing.

01

Experience Gap Analysis

We sit inside your actual customer journey — not a diagram of it — and find the moment that's missing: the point where someone's paying attention and nothing meets them there. Sometimes it's obvious once it's named. Most of the time it's been sitting in plain sight long enough that everyone stopped seeing it.

02

Moment Design

Once we know what's missing, we design the specific thing that fills it — a ritual, a transition, a single screen, a message that arrives at the right second instead of the wrong one. Small, on purpose. The kind of detail that's invisible until it's gone, and then it's the only thing anyone remembers.

03

The StudioBread & butter

The studio at The Toth Lab builds a business from the ground up: the brand look and feel, the website, the operations layer that runs the day to day, and the brainstorming and idea stand-up that gets it off the ground — soup to nuts, one package. If you're a stylist, a trainer, a small landlord, a restaurant, a musician — anyone who's good at the work and tired of duct-taping the rest together — this is the thing we build you.

04

Custom AI Builds

Where it's genuinely useful, we build the AI tool that runs quietly underneath the business — a booking flow, a content engine, a copilot for the parts that eat your week. Michael builds these fast, and “fast” here means days, not quarters. You don't get a deck describing what it could do. You get the thing, already doing it.

05

Blue Sky Concept Design

For when you're ready to stop optimizing what exists and ask what the experience could actually be — the version that makes someone feel something they didn't expect walking in. Less common than the other four. Still ours to offer, because it's the work neither of us can do without the other.

See what we're building right now
04Contact

How can we make your life easier?

Tell us what's not working, or just describe the thing you wish existed. We've built stranger things than whatever you're about to type.