Definition of Done for UI Screens
If users have to guess, you’re charging them attention tax. Treat cognitive load like performance: a constraint you design against with clear hierarchy, plain
We build Shopify and web experiences for ambitious brands, and we share the thinking behind them: the decisions, the standards, the small fixes that change how a site feels and performs. Consider it a workshop with the doors open – client work at the front, notes on craft in the back.
If you’re here as a founder, you’ll get a team that treats your brand like a living system, not a one-time design file. If you’re here as a designer, you’ll find a low-ego circle to learn, compare notes, and keep getting sharper.
Welcome in.
Scope Guardrails – How to Say No Without Losing Trust
Guardrails don’t make you cold. They make you reliable. Here’s how to control scope without conflict.
When Everything Is Important, Nothing Works
A practical triage method to cut clutter, choose what wins, and make every screen feel obvious at first glance - without redesigning the whole
Cognitive load as a legal and commercial constraint, not a UX nicety
If users have to guess, you’re charging them attention tax. Treat cognitive load like performance: a constraint you design against with clear hierarchy, plain
Definition of Done for UI Screens
If users have to guess, you’re charging them attention tax. Treat cognitive load like performance: a constraint you design against with clear hierarchy, plain
Scope Guardrails – How to Say No Without Losing Trust
Guardrails don’t make you cold. They make you reliable. Here’s how to control scope without conflict.
When Everything Is Important, Nothing Works
A practical triage method to cut clutter, choose what wins, and make every screen feel obvious at first glance - without redesigning the whole
Cognitive load as a legal and commercial constraint, not a UX nicety
If users have to guess, you’re charging them attention tax. Treat cognitive load like performance: a constraint you design against with clear hierarchy, plain
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