Product design at @Coinbase. Previously @incident_io, @DuffelHQ & @GoCardless.

London, England
Joined April 2012
Nailed it
convergence to the mean when everyone looks at everyone else to decide what to make, we eventually stop making anything of our own. we copy what works. borrow the language, the aesthetic, the features. we call it learning from the market, following best practices, staying competitive. together, everything starts to feel familiar. polished, interchangeable. nothing wrong. nothing alive. the mean isn’t necessarily bad. it’s where everything lands when we remove the reasons for it to be different. numbers are easier to compare than feelings, so we make things that produce numbers. we study what gets attention, then shape ourselves around it. eventually the feedback stops informing the work and starts authoring it. we’re no longer asking what we want to say. we’re asking what will be rewarded for saying. ai makes this loop frictionless. it can draw from more references than we could see in a lifetime. but access to every perspective isn’t the same as having one. it hasn’t lived a particular life that makes one detail unbearable and another beautiful. when we ask it to choose for us without bringing any intention of our own, we get something plausible, easy to approve. then we ship it, measure it, copy it, and feed it back into the next round. a tidal wave of mid. this changes not just the work, but the people making it. we describe ourselves in categories platforms can distribute and markets understand. designer. founder. creator. pick a niche. build a brand. be consistent. the parts that don’t fit become inconvenient, even when those contradictions might produce our most interesting work. we become easier to classify and harder to tell apart. i think we need to approach making things more like artists. an artist develops a perspective through the work. making, noticing, choosing, failing, returning. learning what matters even when nobody else cares. craft gives that perspective a form precise enough for someone else to experience. the life outside the work matters too. the places you’ve lived, the people you’ve loved, the things you’re embarrassed to care about. these aren’t distractions from having something to say. they’re how you come to have something to say. we understand this with music, paintings, photographs, movies. we expect a person to be present in the choices. we want to experience something we wouldn’t have encountered without them. software can do this too. a piece of software expresses beliefs about how life should feel. what deserves your attention. what you should be free to change. whether a task should feel like paperwork or play. even a small interaction can carry someone’s care, humor, or curiosity. but we rarely talk about software as a medium. we talk about it as an industry. markets to capture, workflows to optimize, competitors to catch up with. we add a feature because someone else has it, without asking whether it belongs. products accumulate the same parts and lose what made them worth choosing. underneath the branding, it’s all the same thing. artists learn from others too. the question is whether you’re absorbing those influences into a point of view, or using them to avoid developing one. what are you trying to let someone feel, understand, or do? why this particular shape? what have you noticed that the existing tools don’t seem to notice? those questions don’t have answers you can borrow from a competitor’s roadmap. if we can make almost anything, deciding what deserves to exist becomes more important, not less. speed gives us more chances to exercise judgment. it doesn’t remove the responsibility. i don’t want a world where every person becomes a more efficient distributor of the same ideas. i want people to use these tools to go further into what they actually care about. to make things specific enough that we can feel someone behind them. what is the point of everyone being able to make something, if we all end up making the same thing?
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Sam Willis retweeted
I have been thinking about whether to comment on this. Not clear if Gal is serious, rage baiting, etc. Whatever the case, it has spread enough in the design community that I want to share some thoughts. The psychological journey people go through with AI is quite fascinating to me. A new model launches, people think the world has changed, they sometimes have an existential crisis, then they play with the model, they understand its strengths and limitations and then they settle down. A few weeks later, the cycle repeats. On top of this, even before AI, designers have often shown insecurity and imposter syndrome. There are probably many reasons for this. First, before ~2010 design wasn't valued by the tech industry in the way it is today. Second, the people attracted to working in the field of design are often very open to new ideas and have high empathy. Third, there is no "one path" to working as a designer and designer backgrounds are often pretty random. Ironically, despite the insecurity + imposter syndrome so many designers feel, design is more important than ever. I truly believe this. And yes, I have an incentive to believe this. But just think about it... the logic couldn't be more clear. More design is entering the world, the attention economy is real and therefore creativity / design / point of view is how you will stand out. Your brand, marketing, product design, moments of delight and overall customer journey must be excellent. Some companies already get this and are fighting wild battles over design talent. Other companies are still figuring it out. Everyone will get there and it will be obvious in retrospect. This isn't a new trend with AI. It is a trend that we've seen over the last decade. Designers used to complain about not having a seat at the table. Now designers have a seat at the table. And many of the businesses I speak with are pulling from their design bench when looking for new leaders for their business... they know that design thinking and the design process is what they need to adopt everywhere to win. I'm not saying that every stakeholder gets it. But so many are trying to learn right now. Designers need to do more than create great work, they have to spend a lot more effort educating. Showing work can also trigger anxiety. Sometimes the best solution to a design challenge is the first thing you think of. And other times you have to explore for quite a long time to come up with something great. Inputs to a design process might include things that feel like traditional office work and are easy to point to... reading docs, talking with teammates, formal research, etc. Inputs might also include a walk in the park, an interesting dream you had the night before, a good song you listened to on the radio during your commute, a painting from the 1800's or all sorts of other cultural / emotional input. In summary, I've never been more confident in the role of design and impact design can have. I wish designers felt the same confidence. This is the moment to be more bold, to take more creative risk, to double down on the power of design. Everyone is on their own journey, and there are lots of fascinating ways to move through life, so if Gal is serious about "quitting design" then I wish him the best in his adventures ahead. But I hope if others follow they do it because there are other things they are so excited about spending time on vs fear of AI.
It’s over. I’m quitting design. A client of mine just created a logo with Fable 5, and the result left me speechless. It understood the brand story, values, audience, strategy, and turned all of it into a smart, minimal symbol. A genuinely brilliant concept. The kind of idea that captures everything at once. Something I honestly don’t think I would have come up with myself. And it didn’t just nail the idea. It executed the design pixel-perfectly. So I raise the white flag. My skepticism about AI’s ability to do great design is officially gone. There, I said it: AI beat me at design. Now that AI finally took my job, I can peacefully quit and dedicate my life to studying the only thing it may never achieve: human consciousness and the pathways to God. Good luck everyone.
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Sam Willis retweeted
The role of a designer is slowly changing to explaining why we shouldn't build this AI prototype a team-member created.
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Sam Willis retweeted
Making something people love is mostly making something you love and hoping the overlap is real
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Finally updated my portfolio after three years. Here's a small glimpse of my favorite projects✨ Link below ↓
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Sam Willis retweeted
I debated whether to share my story on here, but I guess I will. I think there's an idea out there that millions of violent criminals are pouring across the border, carrying machetes and drugs, looking to harm Americans. Certainly, while some people fall into that category, the vast majority of undocumented immigrants don't. My family escaped Vietnam after the Tet Offensive and went through an arduous journey that eventually landed them in the Canada. My father worked there for a time as a janitor; my mother, a secretary. When work fell through, my dad was offered to work with his sister in the United States, so he went, as our family needed money. He ended up staying in the US longer than he was supposed to — not knowing immigration laws — and asked my mom to come be with him. Of course, she went and carried me over the border while I was still a baby. I'm still unsure whether we technically broke an immigration law. The border between Canada and the United States was pretty porous (as it is today, for the most part). But either way, since I came here without legal documentation, I eventually fell into the category of being an undocumented immigrant. Yet, I've been in the United States since I was a baby. My identity and roots are very much based in this country, no different from anyone else. The lack of legal immigration has totally shaped my life. It has made every interaction with the law much scarier. It has shaped which opportunities I could or could not get. It has taken an emotional toll, as this legal issue hangs over your head like a black cloud. There are millions of people in my situation — people who were brought here as children, some babies, and were unable to raise their hand during this process and say "maybe we should hire a lawyer." Parents may have crossed the border not knowing about the law, as the law can be pretty confusing and lawyers are expensive. Perhaps, in the end, they should have hired a lawyer; but sometimes life is messy. In the end, they crossed for the same reason many people rise every day: to support their families. I think it's unreasonable to deport millions of people who have contributed positively to society. It's simply not true that the majority of these people are violent criminals carrying drugs. Many own small businesses; many work as skilled laborers (including garment workers!). The vast majority are good, honest people. For those of us who grew up in the United States, sending us "back" to our "home" country would mean sending someone to a foreign land, as they grew up in the United States. Tearing families apart based on immigration status seems inhumane. About twenty years ago, I watched with some small measure of hope that the Dream ACT would pass and help a portion of undocumented immigrants. I saw people march angrily in the streets (something I supported). But I was dismayed to see nothing really come about. In fact, when Obama passed DACA, I was skeptical that it would be sensible to give your information to the federal government without a guaranteed path to citizenship. It seems that the Trump administration may use those lists to hunt down immigrants. I think the ICE sweeps are inhumane. I support and admire the protestors who are putting their bodies on the line for non-violent resistance. Ultimately, I think we need to solve this issue on a systemic level. It's unreasonable to me to expect that the government will deport some 10-20 million people. Even deporting 1 million will cause an insane amount of chaos, not to mention an incredible amount of wasteful government spending. The militarization of law enforcement is over the top and only escalate the situation. I have seen people march on this issue, only for it to be dropped later and dissolve into quiet grumbles. In the end, nothing is done for immigrants. Time passes until decades later, we have another political crisis like the one we have today. This cycle seems unsustainable. I hope people sustain this energy to solve the immigration issue and put undocumented immigrants — most who are peaceful, skilled, and hard-working citizens — on a path to citizenship. As time continues to go by, many undocumented immigrants are seeing their lives wasted away. If you care about this issue, I hope you get involved on the long haul: volunteer for pro-immigrant groups, donate to mutual aid, and perhaps pursue career paths that help people in this situation. I was moved to read someone on here say that, when they found their employee was undocumented, they helped them get a green card. The path was difficult, as our immigration system is broken (it took them 11 years). But I can tell you that this is like pulling someone drowning in raging waters. Ultimately, I hope me sharing this story helps push back against the idea that all undocumented immigrants are MS-13 members. I know many people in my position and they are all like your neighbors.
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The @incident_io design team is growing! 🚀 We're looking for extraordinary brand and product designers to shape the future of incident management. Both roles pay up to £135k — in London We also pay £10k for successful referrals Apply here: incident.io/careers#open-rol…
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Me calling it a day after drawing a few rectangles in Figma
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Sam Willis retweeted
Starmer, if he becomes PM, will inherit the highest British taxes since the war. Only an idiot would say this is his fault. Thing is, it's not Sunak's fault either. A thread where I will annoy everyone.
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When would you consider yourself to be "On-Call"? Is it just when you're the primary, or are you also considered on-call if you're a level 2, or level 3 escalation. Senior folks are often "the backstop" permanently - would you consider them "on-call"?
46%On-call == "1st line"
54%On-call == "any level"
106 votes • Final results
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Ever found yourself fighting your paging solution? With our new On-call product, we’re fixing that 🎉 We’ve put tons of focus into making the experience of being on call as delightful as possible. Here are a few highlights! 👇 Automatic incident creation ⚡️ No need to manually turn your alerts into incidents. We thread through all the context, so you don’t have to. A sleek, intuitive app When every second counts, usability and efficiency matter. Especially true at 2am when you're barely awake and the coffee hasn't kicked in... Easy shift covers and overrides When life happens, request cover in just a few clicks and leave the rest to us — we'll handle finding someone and creating overrides automatically. Powerful, intuitive scheduling Have full control over who goes on-call and when. We natively handle shadow rotas, follow the sun rotations and much, much more.
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We’ve just launched @incident_io On-call and I couldn’t be more excited! 🎉 Our goal was “so good, you’ll break things on purpose” and we’ve poured our hearts and souls into this one. I think it shows ❤️
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Something I've been working on since I joined @incident_io 🔥. Excited to be able share it with the world next week🌍 incident.io/coming-soon
Since we started incident, we’ve been repeatedly asked the same question: when will you build {REDACTED}? 👀 We’re normally a very transparent company, but we’ve been keeping this under wraps. 🎁 That all changes on Tuesday 5th March, 10AM EST. ⚡️
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Another stunning piece by @mutlimutli. Still blows my mind that this is generative 🤯
"Serene" is live #onchain Opens Friday, January 26, 2024 at 18:00 CET (12:00 PM EDT / 09:00 AM PDT) on @AlbaDotArt @AlbaDotArt link: alba.art/projects/serene @opensea link: opensea.io/collection/serene… Thank you all for your support 🥰 !! #p5js #art #creativecoding #generativeart
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Sam Willis retweeted
Announcing Dawn Contemporary’s next group show tomorrow 🤫👀
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Designers after doing no research, producing 0 wireframes and not naming a single layer yet the project was a huge success.
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Forget "should designers code?" The more important question is "should engineers design?" (And the answer is: yes)
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Plain is growing and we're looking for a product designer. This is a critical role spanning both our product and marketing efforts – if you love sweating the details and would enjoy working on both our product and how we communicate it, this is for you👇plain-public.notion.site/Sen…
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Slack option to fire people who message you on a holiday
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