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INSIGHTS

Thinking on design, strategy, and the culture of creative work.

We Built the Wrong Thing Fast

Design Thinking

We Built the Wrong Thing Fast

What the Caribbean's COVID-era digital rush got wrong, and what the products that survived did differently.

July 20266 min readRead Article→

Design Thinking

Designing for the Caribbean Context

What happens when global UX patterns collide with local cultural realities? A reflection on designing for Caribbean users.

AI in Design

AI Doesn't Know Your Users.

The output was fluent, professional, and perfectly legible to anyone trained on the same design canon the model was trained on. It just didn't look like Trinidad.

Design Thinking

Your Research Method Is Also an Import

Participants were not silent because the interface was broken. They were silent because I had asked a Caribbean person to narrate their own confusion to a stranger, alone, on camera.