Writing
I built the MVP. Then I told the founder to delete it.
A founder walked in with fifteen features and a pet-care app in his head. Three days later he had a tested MVP, 1,000 user sessions, and a clear answer. Then we threw the whole thing away — on purpose.
Why the Double Diamond still makes sense in the age of AI
AI can generate concepts, personas and prototypes in seconds. It has not made the Double Diamond obsolete — it has made the discipline of deciding what's worth building more important than ever.
Six weeks to change one shade of blue
A stakeholder once asked how long it would take to change one shade of blue. Honest answer: six weeks. Here's what actually makes a design system scale — built five times, across five industries.
How Claude Code changed my product management workflow
I stopped writing PRDs and started shipping prototypes. Here's how Claude Code changed the question I ask before building anything — from "can we build this" to "should we."
Design tokens have a blind spot: AI
Colour and spacing tokens can't tell an AI agent when to escalate or what tone to take. Here's the taxonomy that actually powers an AI product instead of just skinning one.