Principles
How we think about building.
01
Start with the behaviour.
The best products often don't invent new behaviours. They make something people already do dramatically easier.
02
Make technology disappear.
The user shouldn't have to care how sophisticated the machinery is. The experience should simply feel useful.
03
Small doesn't mean unimportant.
A forgotten birthday, an uncomfortable conversation or a cup of coffee might seem small. Products become meaningful by understanding why those moments matter.
04
Build to learn.
Ideas become clearer when they encounter reality. We would rather build, test and learn than spend forever theorising about whether something might work.