Thinking
Observations on systems and the people inside them
These essays apply a single lens across different domains — vehicles, organizations, medicine, sport. The subject changes. The question doesn't: what is the system asking of the people inside it?
medicine
A spine survey asks about outcomes — moments when something already stopped you. It never asks about the moment before. Hesitation is where a system first announces it is asking more than it should.
AUTOMOTIVE
Porsche's Strategy 2035 names the right priorities. But emotional performance is a result, not a starting point — and the electric transition makes its design requirements impossible to ignore.
AUTOMOTIVE
The debate around Ferrari's Luce concept has been lively — and mostly about the wrong question. Whether it looks like a Ferrari is a question about the name of the bird. Whether it supports confident action at the limit is a question about what the bird does.
AUTOMOTIVE
The driver didn't fail. The system failed to support the next correct action — and nothing in your data captured the moment it happened.
industry
GenUI can generate the interaction. It can't generate the experience. The accommodation cost doesn't disappear when capability increases — it just gets easier to ignore until the customer signals it back.
DESIGN
Why Intuitive Is Not the Goal
Intuitive is the word teams use when they mean something more precise but haven't named it yet. What you're actually designing for is confidence — and those are not the same target.
DESIGN
UI ≠ UX
User interface and user experience are not the same thing — and the confusion between them is where most design effort gets misdirected. The distinction is about where you look first.
These are selected observations — published when the thinking is ready, not on a schedule.
Confident UX
Thinking
Observations on systems and the people inside them
These essays apply a single lens across different domains — vehicles, organizations, medicine, sport. The subject changes. The question doesn't: what is the system asking of the people inside it?
medicine
A spine survey asks about outcomes — moments when something already stopped you. It never asks about the moment before. Hesitation is where a system first announces it is asking more than it should.
AUTOMOTIVE
Porsche's Strategy 2035 names the right priorities. But emotional performance is a result, not a starting point — and the electric transition makes its design requirements impossible to ignore.
AUTOMOTIVE
The debate around Ferrari's Luce concept has been lively — and mostly about the wrong question. Whether it looks like a Ferrari is a question about the name of the bird. Whether it supports confident action at the limit is a question about what the bird does.
AUTOMOTIVE
The driver didn't fail. The system failed to support the next correct action — and nothing in your data captured the moment it happened.
industry
GenUI can generate the interaction. It can't generate the experience. The accommodation cost doesn't disappear when capability increases — it just gets easier to ignore until the customer signals it back.
DESIGN
Why Intuitive Is Not the Goal
Intuitive is the word teams use when they mean something more precise but haven't named it yet. What you're actually designing for is confidence — and those are not the same target.
DESIGN
UI ≠ UX
User interface and user experience are not the same thing — and the confusion between them is where most design effort gets misdirected. The distinction is about where you look first.
These are selected observations — published when the thinking is ready, not on a schedule.
Confident UX
Thinking
Observations on systems and the people inside them
These essays apply a single lens across different domains — vehicles, organizations, medicine, sport. The subject changes. The question doesn't: what is the system asking of the people inside it?
medicine
A spine survey asks about outcomes — moments when something already stopped you. It never asks about the moment before. Hesitation is where a system first announces it is asking more than it should.
AUTOMOTIVE
Porsche's Strategy 2035 names the right priorities. But emotional performance is a result, not a starting point — and the electric transition makes its design requirements impossible to ignore.
AUTOMOTIVE
The debate around Ferrari's Luce concept has been lively — and mostly about the wrong question. Whether it looks like a Ferrari is a question about the name of the bird. Whether it supports confident action at the limit is a question about what the bird does.
AUTOMOTIVE
The driver didn't fail. The system failed to support the next correct action — and nothing in your data captured the moment it happened.
industry
GenUI can generate the interaction. It can't generate the experience. The accommodation cost doesn't disappear when capability increases — it just gets easier to ignore until the customer signals it back.
DESIGN
Why Intuitive Is Not the Goal
Intuitive is the word teams use when they mean something more precise but haven't named it yet. What you're actually designing for is confidence — and those are not the same target.
DESIGN
UI ≠ UX
User interface and user experience are not the same thing — and the confusion between them is where most design effort gets misdirected. The distinction is about where you look first.
These are selected observations — published when the thinking is ready, not on a schedule.