Strategy

16 posts

Design is iterative
The idea that perfect design emerges from a single moment of inspiration is fiction. Good design is the result of repeated attempts to understand a problem, make something useful and recognise where t…
16 Oct 2026
Designing for the Use Case You Didn’t Map
I’ve seen teams spend months on one-click optimisation flows. Press the button, and a long, carefully orchestrated sequence would run in the background – pulling data through pipelines, weighing trade…
2 Jul 2026
0→1 Product Work Is Supposed to Be Messy
Early product work is not an architecture competition. It is not the moment to prove how scalable, elegant, or technically impressive your system can be. It is the moment to find out whether anyone ac…
22 Jun 2026
Can consultants shake their curse?
There is a pattern that appears surprisingly often in technology companies: people who are exceptionally good at advising businesses struggle when they try to build products themselves. People sometim…
10 Jun 2026
Good Design Starts With Utility
A lot of modern design is optimised to be seen rather than used. Interfaces are polished, animated, and visually impressive, yet somehow harder to navigate. Brands become more minimal while also becom…
4 Jun 2026
Build AI Tools or Build AI Builders?
When companies talk about adopting AI, the conversation usually starts in a familiar place: identifying a workflow that could be improved. Customer support. Reporting. Compliance. Internal research. T…
1 Mar 2026
Incremental Gains vs. Starting Over: When to Redesign and When to Refine
At some point in every product’s life, a familiar tension emerges: do you keep polishing what you have, or admit that the whole thing needs a deeper rethink? It’s rarely a clean decision. Incremental …
1 Jan 2026
The Railways of AI: Building Tracks That Actually Go Somewhere
Sangeet Paul Choudary has written an interesting piece on The problem with agentic AI in 2025. The article argues that while agentic AI (systems that act autonomously rather than simply assist) holds …
19 Oct 2025
The Technical Service Blueprint: Bridging UX and Engineering
In many digital projects, user experience (UX) and technical architecture are treated as separate tracks. Designers focus on flows and interactions, while engineers dive into APIs, data models, and pe…
21 Mar 2025
Good Design = Great First Impressions: How UI Can Win (or Lose) Customers
Ever landed on a website or opened an app and immediately felt meh? Maybe it looked outdated, cluttered, or just didn’t feel easy to use. Now think of a time when you landed somewhere and instantly th…
11 Feb 2025
The Importance of a Tangible Interface
Humans are tactile creatures. We’re wired to understand the world by touching, feeling, and interacting with the objects around us. We pick things up, turn them over, bash them together, and toss them…
27 Jan 2025
What is Product Design?
Product design is about making (digital) things. Apps, generally. Whether you’re solving a problem, presenting information, or helping users complete a task, the focus is the same: creating with purpo…
7 Jan 2025
The Difference Between Usability and Accessibility
I’ve seen people use the terms “usability” and “accessibility” interchangeably, often surfacing in discussions about user experience. However, these concepts, while related, are not interchangeable. U…
17 Dec 2024
Why we design
Designers and builders face a dilemma: trying to predict what users want. Build first, ask questions later is a great way to get started, to get moving. Move fast and break things. Great. Keep doing t…
10 Dec 2024
The Emphatically Empathetic User
Design is at its most powerful when it’s personal. Product people talk endlessly about understanding the user – but how often do we truly become them? Walking in their shoes isn’t just an exercise in …
9 Dec 2024
The Texas Sharpshooter Fallacy: Why Having a Hypothesis Matters in Design
Imagine you’re playing darts, but instead of aiming at a pre-drawn target, you throw darts randomly at a blank wall. After throwing, you draw the bullseye around the cluster of darts that hit the wall…
1 Jul 2024