Approach

We build few products and build them carefully. Every one follows the same four steps, and none skips a step.

1. 1QuestionWho has the problem, and what do they do about it today?
2. 2TestA small, cheap test that asks people to pay.
3. 3BuildDesigned from published research, tested before release.
4. 4MeasureCheck the promised result, then keep, change or stop.

Product and market fit

A product starts as a question, not a codebase. We name the customer, the problem and what they use today, and we write down what would prove us wrong.

Then we run the cheapest test that can answer it: a landing page, a manual version of the service, or a paid pilot. We do not build the full product, choose a brand or register a domain for it until real customers have paid. Most ideas stop at this step, and that is the point of it.

Design from evidence

Our design rules come from published research, and each rule names its source. A few we apply on every screen:

• One main action per screen, so the next step is obvious.
• Body text at a comfortable size, with lines short enough to read in one pass.
• Text contrast of at least 4.5 to 1 against its background.
• Buttons and links at least 44 pixels tall, within reach of a thumb.
• Plain words in labels, named for what they do.

We design the phone layout first, then widen it for larger screens.

Usability and accessibility

Before a release ships, we check it on a phone, on a laptop and with a keyboard alone. Pages must work without horizontal scrolling at phone width, keep visible focus for keyboard users, respect the system setting to reduce motion, and meet the WCAG 2.1 AA contrast standard.

We write for the person in a hurry: the answer first, short sentences, and no jargon.

Measure after launch

Each product makes a promise, and we check it after launch with the same test we ran before. Still Fox, for example, ends every client project with the same before and after check of what AI tools say about the business.

If a feature does not do what it promised, we change it or remove it.

Ownership and privacy

Customers should own what they pay for. Still Fox clients keep their domain, their site and its code once it is paid for, by contract.

We collect only the data a product needs to work. This site has no cookies, no analytics and no tracking.