A lot of projects start the same way. Someone has run ten interviews, the notes are scattered over five documents, and a designer is already drawing screens. The screens look good. They also answer questions nobody checked.

I try to slow that part down. Before any UI, I build a small foundation: what we learned, what is broken, how the product is organised, how people move through it and why we made each choice.

A loom takes in strips of interview notes and weaves them into a floor plan of the product.

How I run it

What the AI does

It does the slow reading. Forty pages of notes become a set of themes in a few minutes, and the documents stay consistent with each other. What it cannot do is decide what matters to your business. That part stays with me.

My one rule: if I cannot trace an insight back to a real person, I treat it as a guess and leave it out.

A word on UX laws

UX laws are handy, but they are rules of thumb. I only name one when I can point to the decision it changed. Here are the ones I reach for most:

What you get

A written synthesis of the interviews, the audit findings, the architecture and flow diagrams, the reasoning behind the key decisions, the accessibility requirements and a glossary.

Where it goes wrong

Skipping the audit because the product is new is a mistake, since even a prototype has patterns worth checking. Letting the AI summarise without sources is another. And leaving accessibility until after the design makes it much more expensive.

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