Hire taste, not bullets.
I build tools that disappear into the work.
I'm a product designer working in B2B SaaS — Shopify ecosystems, AI marketplaces, enterprise hosting workflows. Each of the five products on the right was built around the same belief — that good tools give the user back to their work.
- 0k+merchants impacted
- 0%best time-to-publish
- +0%best conversion lift
I have opinions. Here are eight.
Most senior designers claim “balanced” on every dimension. That's marketing. The truth is messier — and more useful. Each take has a strength I lean on, and a shadow I name out loud. Click any take's ✦ shadow to see the limitation that comes with it.
Systems first, screens second.
When I joined ReelPlus, the first thing I shipped wasn't a screen — it was a config file. The system has to scale before the screen can. 24 elements declared in TypeScript outlives 24 Figma frames.
Strategy beats detail. Usually.
Most decisions in my work are about what NOT to build. The −41% tagging-error lift wasn't a feature; it was a constraint I argued for. Half the senior moves are subtractive.
I work best with engineers I can argue with.
My best decisions came from whiteboard arguments, not handoffs. Type-safe drag zones came from a 2-hour debate with the eng lead — not a Figma annotation. The argument is the design.
Ship to learn. Polish what survives.
Pricing shipped lo-fi for an A/B test before it shipped polished. The lo-fi won. The polished version inherited the win. The fastest way to validate a design is to put it in front of users — even if it's ugly.
I speak engineering.
I read TypeScript, write Tailwind, review PRs. The wall between design and engineering isn't built by engineers — it's built by designers who refuse to learn the language. Learn it; the wall comes down.
Lean maker.
I'd rather prototype than critique. The fastest way to find out if a design works is to build it. Most of my best feedback to other designers comes after I've tried their idea myself.
Product over brand.
I design tools, not impressions. Every screen I ship answers: does the user get the work done? Brand is a downstream output of taste at the product level — not the other way round.
B2B SaaS specialist.
Merchants are my primary user. I know how to design for the moment a stakeholder is making a real decision under time pressure — not for impulse-buy moments. The five products on the right are all B2B.
“A senior designer who can name where they sit AND where they fall short is more trustable than one who can't.”
What I'm thinking about, right now.
A snapshot, not a manifesto. Updated weekly. The same designer who shipped the work above is, this morning, also sketching, reading, and arguing about an open question.
Designing
Element-catalog audit
ReelPlus · Q1 2026
Pruning the catalog from 24 elements to 18 without breaking surface compatibility.
Reading
- The Design of Everyday ThingsDonald Norman · re-read
- Working in PublicNadia Eghbal · 1st pass
Tools open today
- Figma
- Cursor
- Linear
- Notion
- GitHub
- Tailwind
Listening
On the obsession of small details
Tobias van Schneider · Conversation · 47m
Question
“When does a builder stop being a tool and start being a programming language?”
Last design call I shipped
Deprecated the override toggle on type-safe drag zones.
shipped 2 weeks ago
WhyUsed <3% of the time. Removing it simplified the drop-zone validation by 40 lines.
Five rules, earned the hard way.
Each one survived multiple ship cycles, multiple stakeholders, and at least one A/B test that wanted to disagree. Each one is anchored to a specific case study where it was shaped.
Six questions I ask myself.
A senior designer who can name where they struggle is more trustable than one who can't. Click any question to read the answer.
I'm impatient with discovery. Given a real product problem, my instinct is to prototype before I've validated. I've learned to write a one-page brief before opening Figma — but I have to make myself.
Five products. Five interactive case studies.
Each case study includes a working signature interaction — the playground, the simulator, the gate runner — designed to feel like the product it documents.