Philosophy

1) Built for everyone

Not every person has the latest device, the fastest Wi-Fi, or the hottest framework. We design for the real world—the 90th percentile and the margins.

• Keep interfaces simple and readable on any screen.
• Prioritize low-latency, low-memory paths.
• Avoid lock-in and support common formats.

2) Friction must be zero

We only get one first impression. Getting started should feel obvious.

• No mandatory demos or sales calls.
• Minimal steps from “hello world” to value.
• Clear, human language—no mystery settings.

3) Documentation is part of the product

Docs aren’t an afterthought; they’re the companion you actually want to keep open.

• Ship docs with product updates (same cadence, same CI/CD).
• Lead with examples, copy-paste snippets, and checklists.
• Maintain an honest, precise changelog.

4) Reliability over razzle-dazzle

Delight fails if the product isn’t there when you need it. Reliability is the foundation.

• Treat uptime, data safety, and correctness as table stakes.
• Prefer proven tech for critical paths.
• Test real user flows, not just units.

5) Predictable by design

Trust is built on stable contracts and respectful change.

• Backwards compatibility is the default.
• Responses, IDs, and error shapes don’t surprise you.
• Deprecations are announced, scheduled, and documented.

6) Fast is a feature

Speed compounds. If it’s faster for users, it’s the right direction.

• Optimize time-to-first-use and responsiveness.
• Profile often; fix the slowest 5% relentlessly.
• Favor user speed even if it’s harder for us.

7) No detail is too small

Care scales through craft. Tiny edges become big feelings.

• Explain next steps. Never blame the user.
• Keyboard-ready. Tab works, focus visible, icons labeled.
• Teach & recover. Empty states guide; errors offer a fix.

8) Privacy, ownership, and dignity

Users aren’t ad inventory. Their data—and attention—belong to them.

• Local-first when possible; minimal collection when not.
• Clear permissions and off-switches.
• Straightforward pricing; no dark patterns.

9) Small teams, big outcomes

We stay lean to stay thoughtful. Collaboration beats coordination.

• Tight feedback loops with real users.
• “Sane defaults” over configuration sprawl.
• Use AI as a tool to amplify human judgment and taste.

North Star

Make everyday interactions feel effortless, considerate, and a little magical. If a choice improves the user’s moment—even when it’s harder for us—we take it.