Thinking, in public
Field notes on design, engineering and growth — written by the people who ship the work. No thought leadership, just lessons with receipts.
Naming products and features inside a masterbrand
Not every feature deserves a name. The descriptive–invented spectrum, a naming budget against sprawl, and renaming features mid-life without confusing everyone.
Content handover: getting real words before design ends
Lorem ipsum is a launch delay in a fake moustache. The workflow we run: working inventories, voice alignment, reviews that don't sprawl, and editor-phase checks.
Kill the brand PDF: living guidelines that get used
Guideline PDFs rot in shared drives while brands drift. What actually replaces them: living guideline sites with tokens, patterns, versioning and honest governance.
Naming: our field guide from brainstorm to trademark check
Naming is a funnel, not a lightning strike. Our studio workflow: brief axes, generation volumes, screening and pronunciation tests, and committee-proof presentations.
The checkout friction audit: 40 checks, one afternoon
Checkout is where e-commerce revenue quietly bleeds out. The forty-check audit we run before any redesign: field math, wallets, error recovery, trust.
Team pages that signal craft
A team page is a craft sample, not an org chart. Portraits as policy, bios that show judgment, people linked to their work, and org design without the ladder.
Keeping AI output on-brand: voice guardrails that hold
Brand voice survives generation only if it's engineered: voice charts as prompts, example banks, style evals, review lanes, and a graceful drift fallback.
Content strategy that compounds: how we plan a year of publishing
How we plan a year of publishing around compounding, not volume: intent-led topic selection, decay curves, refresh budgets, and attribution that admits its limits.
Permission UX: roles, extras and the politics of access
Role systems are where products quietly rot. RBAC patterns admins actually understand, invitation flows that convert, and audit trails designed as a kindness.
Motion that earns its keep (and the 160ms rule)
Our motion philosophy: the 160ms rule, an easing vocabulary of three curves, choreography limits, and prefers-reduced-motion as a design input, not a checkbox.
Landing page testing: velocity over genius
A landing page experiment programme that compounds: message-match first, structural swings second, a backlog scoring model that survives meetings, and kill criteria.
Dashboard design: twelve lessons from twelve dashboards
Twelve hard-won dashboard design lessons from a dozen B2B products: hierarchy of attention, progressive disclosure, benchmark context, and when to kill a chart.