3 min read
My UX personas don't have stock photos (and that's why they work)
A persona with a made-up name and a stock-photo smile is report decoration. How I build personas that actually change a design decision.
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Notes on development, design, and the decisions behind them.
4 min read
Building and running a SaaS: what changes once customers are paying
There's a huge difference between building a product and keeping it running on a Tuesday at 3am when a payment webhook fails. What I learned taking GymSmartAccess from idea to a real business.
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4 min read
The decisions behind a SaaS that have nothing to do with code
The framework you pick matters less than you think. The decisions that actually determine whether a product survives happen earlier, and they're business decisions, not architecture ones.
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6 min read
How I design an interface from scratch: my complete UX/UI process
The five stages I work through before calling an interface finished, with real numbers from the redesign I did for Argentina's largest tech retailer.
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4 min read
From Figma to production: my process for not losing anything in translation
Designing and coding the same product changes the order of decisions. How I organize the path from a Figma file to real components, without the friction of two people passing a file back and forth.
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4 min read
What an MVP is and isn't (almost everyone defines it wrong)
The acronym gets used to justify two opposite things: shipping little and shipping badly. The difference matters, especially if you're the one paying for the build.
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5 min read
From idea to MVP: how I decide what to build and what to leave out
The hard part of an MVP isn't building it, it's cutting it. The method I use to decide what goes into the first version, with the real decisions behind the SaaS I run in production.
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4 min read
How to hire custom development without it spiraling out of control
Most custom projects don't fail because of bad technology. They fail over decisions made in the first week that nobody revisits until it's already expensive to fix. The guide I'd give a client before the first meeting.
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