Our thoughts

Essays on design, standards and judgment: the details people feel before they notice.

You against you a year ago

You aren't born with an eye. It's built from reps and a lot of being wrong.

Most projects fail before anyone opens Figma

It goes wrong in the first conversation, and everyone finds out four weeks later.

It makes forty. Someone still has to pick one.

Tools made output cheap. Knowing which one to ship still takes years.

Standards
The difference you feel but can't point at
Why two interfaces that look the same feel nothing alike.
Infrastructure
Latency reads as indifference
Nobody thinks your site is slow. They think you didn't care.
Standards
If it's embarrassing read aloud, it isn't finished
Design reviews skip the words, and the words are what everyone reads first.
Standards
Nobody compliments coherence. They just believe it.
The launch gets shared. The two hundred pages after it decide whether anyone trusts you.
Infrastructure
A system that loses to a deadline isn't a system
Built for the day it ships, it starts rotting the day someone else extends it.