Interfaces designed around what people are trying to finish, not around what the product can do
UI and UX design is the detailed work: flows, states, empty screens, error handling and the component library that keeps them consistent. We design the whole path — including the parts where things go wrong — and specify it closely enough that a developer never has to invent the missing screen.
Most products are not lost at the sign-up. They are lost three screens in, at the point where somebody cannot tell what will happen if they press the button. Every one of those moments is a design decision that was either made or left to chance.
We start by watching people use what exists, because the difficulty is always the thing they apologise for. Then we prototype the commonest task, cut it down, and only after it holds do we build the system around it — so the components come from real screens rather than from a template.
Software teams shipping a second version, products whose support tickets keep naming the same screen, and companies whose users have built spreadsheets to work around them.
