Most AI software is built features-first. An API gets released, and the race begins to wrap an interface around it. The result is tools that technically work but feel like afterthoughts. Software that treats humans as operators rather than collaborators.
We think the interesting questions are upstream. How do people actually want to work with AI? Where does automation help, and where does it get in the way? What does it feel like when the interaction is right?
Gestalt means the whole is different from the sum of its parts. A button, a model, a prompt, a response. None of them matter in isolation. What matters is how they come together. The shape of the experience.
So we start there. Study the interaction. Notice what's working and what's friction. Then build software that reflects what's learned.
Not AI for its own sake. AI in service of how people actually think and work.
What We Do
Research, design, and development at the intersection of human-computer interaction and applied AI.
Research
Studying how people interact with AI systems. What patterns emerge. What feels intuitive and what creates friction. Publishing findings, experiments, and observations.
Design
Designing interfaces and experiences for AI-first software. Focused on the interaction layer where humans and models meet.
Development
Building web software that puts research and design into practice. Products, prototypes, and tools that explore new ways of working with AI.
Consulting
Helping teams and individuals who value user experience and product design build AI-first software. Strategy, design direction, and hands-on implementation.
Principles
- Interaction before implementation
- Feel is a feature
- Small experiments, published often
- The best interface might be no interface
- Serve the human, not the model