Founder reframes
Founders tell us what they think is broken. Here's what's actually broken.
You don't have a button problem
Every founder who complains about their UI says the same thing. The buttons feel off. The fonts don't match. One page looks like a centralized exchange, the next one looks like a DeFi app. They put Hyperliquid next to their own product and say "ours feels like there are a few different styles going on."
Craft · Jun 9, 2026
Screens are not outcomes
A consumer app founder came to us with 1,500 people hitting his site every day and only 100 converting. He had already talked to a long list of UI designers about it. Every one of them heard "conversion problem" and quoted him a redesign.
Craft · Jun 4, 2026
It looks AI because it was AI
The most honest sentence I hear on sales calls comes right after I point at a screen. "Yeah, it does look like AI. Because it was AI." No founder has ever argued the point. They already knew. They were hoping users wouldn't notice.
Craft · May 28, 2026
The first question every user asks is "is this a scam?"
Nobody evaluates a crypto app the way founders think they do. Before a user reads your docs, checks your audits, or tries your product, they ask one question. Is this legit, or is this a scam? They answer it in seconds, and they answer it with their eyes.
Practices · May 21, 2026
People buy from identities that reflect them
A stablecoin infrastructure founder told me he spends the first five minutes of every B2B call explaining why his product is safe. He thought he was describing his sales process. He was describing his brand failing.
Practices · May 14, 2026
Your deposit flow is slower than you think. Time it.
A first deposit on one consumer crypto app we audited took three and a half minutes. The team was sure it didn't. They had tested it a million times, and from their side it was fast. They were right about their side. Their side was the problem.
Practices · May 7, 2026
You're too zoomed in to see your own product
A core feature on one trading platform was so buried that the team's own members couldn't find it. Not users. The team. The people who built it. And this wasn't a broken company. It was a sharp, well-run protocol that had simply spent so long inside its own product that the product had become invisible to them.
Notes · Apr 30, 2026
Your product might be leaking users
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