Skip to content

How I work.

Outside in, like the dolls: past the mockup, until it ships.

Code is the smallest doll.

Most design stops a layer early. I keep going: four steps, each one inside the last.

  1. Listen

    Talk with the people who have the problem, on every side of it, before any sketch.

    At Versum I talked with patients and with dental students. A hygienist told me she almost didn’t graduate, and had to pay strangers to take free cleanings.

    From Versum Health

  2. Frame

    Name the real problem, then agree on what better means.

    Trying the PDF tools as a first-time user, extraction wasn’t the hard part; setup was. So PDF Penguin needs none.

    From PDF Penguin

  3. Design

    Flows, states and prototypes, put in front of real people.

    For Spotify Loop, lo-fi testers found tapping more precise than dragging, so setting a loop became two taps.

    From Spotify Loop

  4. Build

    Then I ship it myself: React and AI APIs, down to the last detail.

    Real use of the live EZ Recipe showed recipes waited on their picture, so now the recipe comes first and the image loads after.

    From EZ Recipe