Wrapping up my 2025 retro.
Side projects kept me exploring new ideas & tech. This year I worked on Perssua, WriteSuit & Lights Out. Each pushed me out of my comfort zone.
Big thanks to @lucas_montano, @filipealva & @bguidolim
Wrapping up my 2025 retro.
Side projects kept me exploring new ideas & tech. This year I worked on Perssua, WriteSuit & Lights Out. Each pushed me out of my comfort zone.
Big thanks to @lucas_montano, @filipealva & @bguidolim
I've been hiring designers for years and still struggle to find great ones.
If I'm having trouble, imagine what founders are going through.
Founders hire based on all the wrong signals.
- Designer has 50K followers? Must be good.
- Their posts get thousands of likes? Hired.
- Portfolio looks trendy? Perfect fit.
Three months later:
- Can't design a coherent flow
- Doesn't understand conversion
- Needs hand-holding on every decision
The disconnect is painful to watch, and expensive to correct.
A designer's follower count tells you nothing about their ability to:
- Understand product constraints
- Make hard tradeoffs
- Design for real user behavior
- Ship under pressure
I've worked with designers who have massive audiences and can't design a functional signup flow.
The algorithm rewards the wrong thing. And founders pay for it.
If you're hiring, ignore the noise. Look for:
- Clear thinking in their case studies
- Evidence of shipping real products
- Understanding of business outcomes
- Ability to articulate design decisions
Popularity β capability.