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28</head><body><div hidden=""><!--$--><!--/$--></div><a href="#main" class="skip-link">Skip to content</a><div class="flex min-h-screen flex-col"><header class="sticky top-0 z-50 transition-[background-color,border-color] duration-300" style="background:transparent;backdrop-filter:none;border-bottom:1px solid transparent"><nav class="container-site flex h-16 items-center justify-between gap-6" aria-label="Main"><a class="flex shrink-0 items-center" aria-label="Adebayo Chike â home" href="/"><img alt="" width="69" height="38" decoding="async" data-nimg="1" class="logo-light" style="color:transparent;height:38px;width:auto" srcSet="/_next/image?url=%2Fimages%2Flogo-color.png&w=96&q=75 1x, /_next/image?url=%2Fimages%2Flogo-color.png&w=256&q=75 2x" src="/_next/image?url=%2Fimages%2Flogo-color.png&w=256&q=75"/><img alt="" loading="lazy" width="69" height="38" decoding="async" data-nimg="1" class="logo-dark" style="color:transparent;height:38px;width:auto" srcSet="/_next/image?url=%2Fimages%2Flogo.png&w=96&q=75 1x, /_next/image?url=%2Fimages%2Flogo.png&w=256&q=75 2x" src="/_next/image?url=%2Fimages%2Flogo.png&w=256&q=75"/></a><ul class="hidden items-center gap-7 lg:flex"><li><a class="nav-link" data-active="false" href="/work">Work</a></li><li><a class="nav-link" data-active="true" aria-current="page" href="/services">Services</a></li><li><a class="nav-link" data-active="false" href="/speaking">Speaking</a></li><li><a class="nav-link" data-active="false" href="/mentorship">Mentorship</a></li><li><a class="nav-link" data-active="false" href="/about">About</a></li><li><a class="nav-link" data-active="false" href="/writing">Writing</a></li></ul><div class="flex items-center gap-2"><button type="button" class="btn btn-ghost" style="padding:0.5rem;border-radius:8px" aria-label="Switch to dark theme"><svg xmlns="http://www.w3.org/2000/svg" width="17" height="17" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-moon" aria-hidden="true"><path d="M20.985 12.486a9 9 0 1 1-9.473-9.472c.405-.022.617.46.402.803a6 6 0 0 0 8.268 8.268c.344-.215.825-.004.803.401"></path></svg></button><a class="btn btn-primary" style="padding:0.5625rem 1.125rem" href="/contact">Letâs talk</a><button type="button" class="btn btn-ghost lg:hidden" style="padding:0.5rem" aria-expanded="false" aria-controls="mobile-nav" aria-label="Open menu"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-menu" aria-hidden="true"><path d="M4 5h16"></path><path d="M4 12h16"></path><path d="M4 19h16"></path></svg></button></div></nav></header><main id="main" class="flex-1"><div style="padding-top:3rem"><section class="container-site" style="padding-block:3rem 4rem"><div data-reveal="pending"><p class="eyebrow mb-5">Product design</p><h1 class="display-xl mb-6" style="max-width:18ch">Products people understand the first time.</h1><p class="body-lg mb-9" style="max-width:54ch">I work on the ones with real complexity underneath. Most of the job is figuring out what the system is actually made of, and the screens follow from that. When it goes wrong, itâs almost never because the interface was ugly.</p><div class="flex flex-wrap gap-3"><a class="btn btn-primary" href="/contact">Discuss a project <svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-arrow-right" aria-hidden="true"><path d="M5 12h14"></path><path d="m12 5 7 7-7 7"></path></svg></a><a class="btn btn-outline" href="/work">See the case studies</a></div></div></section><section class="section-pad" style="background:var(--surface);border-block:1px solid var(--line)"><div class="container-site"><div class="grid gap-12 md:grid-cols-2"><div data-reveal="pending"><div><h2 class="display-md mb-7">A good fit when</h2><ul class="flex flex-col gap-4"><li class="body-sm" style="display:flex;gap:0.875rem"><span style="color:var(--accent);flex-shrink:0" aria-hidden="true">â</span>Your product has more states than screens, and the states are winning.</li><li class="body-sm" style="display:flex;gap:0.875rem"><span style="color:var(--accent);flex-shrink:0" aria-hidden="true">â</span>Compliance or regulation shapes the flow and nobody has designed around it properly.</li><li class="body-sm" style="display:flex;gap:0.875rem"><span style="color:var(--accent);flex-shrink:0" aria-hidden="true">â</span>Several roles use the same object and mean different things by it.</li><li class="body-sm" style="display:flex;gap:0.875rem"><span style="color:var(--accent);flex-shrink:0" aria-hidden="true">â</span>A redesign has been attempted before and collapsed once the edge cases arrived.</li><li class="body-sm" style="display:flex;gap:0.875rem"><span style="color:var(--accent);flex-shrink:0" aria-hidden="true">â</span>You need someone who'll still be there during build, when decisions get quietly reversed.
28</li></ul></div></div><div data-reveal="pending" style="transition-delay:60ms"><div><h2 class="display-md mb-7">Probably not when</h2><ul class="flex flex-col gap-4"><li class="body-sm" style="display:flex;gap:0.875rem"><span style="color:var(--muted-2);flex-shrink:0" aria-hidden="true">â</span>You need a visual refresh and the structure is already sound.</li><li class="body-sm" style="display:flex;gap:0.875rem"><span style="color:var(--muted-2);flex-shrink:0" aria-hidden="true">â</span>You want screens produced to a spec that's already settled.</li><li class="body-sm" style="display:flex;gap:0.875rem"><span style="color:var(--muted-2);flex-shrink:0" aria-hidden="true">â</span>The timeline can't accommodate a discovery phase of any length.</li></ul><p class="body-sm mt-7" style="max-width:40ch">Iâd rather say this upfront than three weeks in. If itâs the second list, I probably know someone better suited.</p></div></div></div></div></section><section class="container-site section-pad"><div data-reveal="pending"><p class="eyebrow mb-5">How it goes</p><h2 class="display-lg mb-12" style="max-width:18ch">Five steps, and I donât skip the fourth.</h2></div><ol class="grid gap-8 md:grid-cols-5"><div data-reveal="pending"><li style="list-style:none"><p class="label mb-3">01</p><h3 class="mb-2 text-lg" style="font-family:var(--font-display);color:var(--ink)">Discover</h3><p class="body-sm">Learn the business before the product. Who pays, what breaks, what's already been tried.</p></li></div><div data-reveal="pending" style="transition-delay:60ms"><li style="list-style:none"><p class="label mb-3">02</p><h3 class="mb-2 text-lg" style="font-family:var(--font-display);color:var(--ink)">Define</h3><p class="body-sm">Name the actual problem. Usually it isn't the one in the brief.</p></li></div><div data-reveal="pending" style="transition-delay:120ms"><li style="list-style:none"><p class="label mb-3">03</p><h3 class="mb-2 text-lg" style="font-family:var(--font-display);color:var(--ink)">Design</h3><p class="body-sm">Map the system, then explore several ways through it. Structure before screens.</p></li></div><div data-reveal="pending" style="transition-delay:180ms"><li style="list-style:none"><p class="label mb-3">04</p><h3 class="mb-2 text-lg" style="font-family:var(--font-display);color:var(--ink)">Validate</h3><p class="body-sm">Put it in front of the people who'll use it, early enough that changing it is still cheap.</p></li></div><div data-reveal="pending" style="transition-delay:240ms"><li style="list-style:none"><p class="label mb-3">05</p><h3 class="mb-2 text-lg" style="font-family:var(--font-display);color:var(--ink)">Deliver</h3><p class="body-sm">Ship it. I stay through build, because that's where design decisions get quietly reversed.</p></li></div></ol></section><section class="section-pad" style="background:var(--surface);border-top:1px solid var(--line)"><div class="container-site"><div data-reveal="pending"><div style="max-width:36rem"><h2 class="display-lg mb-5">Tell me whatâs broken.</h2><p class="body-lg mb-8">Two or three projects a quarter, booking from Q4. A paragraph about the product and what isnât working is enough to start.</p><div class="flex flex-wrap items-center gap-4"><a class="btn btn-primary" href="/contact">Discuss a project <svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-arrow-right" aria-hidden="true"><path d="M5 12h14"></path><path d="m12 5 7 7-7 7"></path></svg></a><a href="mailto:[email protected]" class="link-underline body-sm">[email protected]</a></div></div></div></div></section></div><!--$--><!--/$--></main><footer style="border-top:1px solid var(--line);background:var(--surface)"><div class="container-site" style="padding-block:5rem 3rem"><div class="grid gap-12 md:grid-cols-[1.4fr_1fr_1.2fr]"><div><a class="mb-7 inline-flex" aria-label="Adebayo Chike â home" href="/"><img alt="" loading="lazy" width="83" height="46" decoding="async" data-nimg="1" class="logo-light" style="color:transparent;height:46px;width:auto" srcSet="/_next/image?url=%2Fimages%2Flogo-color.png&w=96&q=75 1x, /_next/image?url=%2Fimages%2Flogo-color.png&w=256&q=75 2x" src="/_next/image?url=%2Fimages%2Flogo-color.png&w=256&q=75"/><img alt="" loading="lazy" width="83" height="46" decoding="async" data-nimg="1" class="logo-dark" style="color:transparent;height:46px;width:auto" srcSet="/_next/image?url=%2Fimages%2Flogo.png&w=96&q=75 1x, /_next/image?url=%2Fimages%2Flogo.png&w=256&q=75 2x" src="/_next/image?url=%2Fimages%2Flogo.png&w=256&q=75"/></a><p class="mb-4 text-2xl" style="font-family:var(--font-display);line-height:1.15;max-width:22ch">If youâre building something complicated, Iâd like to hear about it.</p>
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