Product design in New York City
We design the workflow first. The screen is what's left over.
Product design here isn't a file we hand over and wish you luck. We design the workflow, then the interface, then we build it — so what ships is what got designed, not a faded memory of it.
The screen is rarely the hard part. The hard part is agreeing who the software is for and what it has to make possible on a Monday morning when the person using it is tired, in a hurry, and right to be annoyed.
So we start with the workflow: who touches what, in what order, and where it currently stalls. The interface falls out of that. Designs that survive contact with reality look boring in a mockup, because their job is to disappear while someone works.
Sounds like you if
You already know something is wrong with it.
- The tool works, but every new person needs fourteen minutes of explanation.
- Reporting exists as an export that three people reformat.
- Users quietly keep a shadow spreadsheet next to the system.
- The feature shipped; the workflow behind it was never designed.
- The app has features for every scenario except the one that happens daily.
- Everyone agrees the interface is bad and nobody knows where to start.
What the work covers
What you get, in plain terms.
Workflow mapping
Before pixels: who does what, in what order, and where it breaks. Most bad interfaces are a workflow nobody wrote down.
Interface design
Screens designed against real data and real constraints, with the everyday path first and the edge cases close by.
Dashboards and reporting
Built for the question someone asks at 9am, not for the shape of the database underneath it.
Design systems that ship
A small, honest set of components we use while building — documentation as a by-product, not a separate deliverable.
Usability with real users
We put it in front of the people who'll use it and change what they break. Their confusion is the spec.
Design and build, one team
The designers write the production code, so nothing dies in translation between a prototype and a release.
Who this is for
Worth a call when the answer can't wait for a bigger team.
- Operators whose internal tool has outlived its usefulness and its documentation.
- Teams with a real product and an interface that undersells it.
- Companies where reporting is a monthly ritual instead of a daily habit.
Questions we get asked
Before you email us about product design.
Can you work from designs we already have?
Yes. We'll take what exists, keep what holds up, and redesign the parts that only worked in a mockup — then build them.
What if we already know what we want?
Good — then the working session gets short. We'll still ask why until the goal underneath the request shows up, because two out of three times the obvious feature isn't the one that fixes it.
Is this for consumer apps only?
No. Most of our product design work is unglamorous internal software: dashboards, admin tools, intake flows. That's usually where a day of someone's week lives.
Product design usually starts with fifteen minutes.
Tell us what is stuck. If product designis the wrong answer, we'll say so and point you at the right one.
Often working alongside