Figure out what to build before you build it. 

Strategic discovery and definition for B2B startups in regulated industries. We validate your product direction before you waste months building the wrong thing. 

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The problem

Most enterprise products fail not because the technology is bad, but because users can't figure out how to use them. We specialize in the discover and define work that prevents this - especially in healthtech, fintech, and agtech where getting it wrong is expensive.

UX Reality Checks for fast validation. UX Blueprint Sprints for architectural foundation. Based in San Francisco. 15 years in regulated industries.

Who are you?

VC

Your portfolio companies are burning runway before they realize the product direction is wrong.

We help them validate what to build - from quick Reality Checks to comprehensive Blueprint Sprints.

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Founder

You're getting pilots, but users aren't sticking.

We help you figure out what's actually confusing - Reality Checks for fast fixes, Blueprint Sprints for structural foundation.

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Dev Partners

Your clients want to jump straight to building. But they haven't figured out what to build yet.

We provide the strategic discovery layer - Reality Checks for validation, Blueprint Sprints for co-delivery.

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Who are you?

VCs & Incubators

Your portfolio companies are burning runway before they realize the product direction is wrong.

We help them validate what to build - from quick Reality Checks to comprehensive Blueprint Sprints.

Learn More

Founders

You're getting pilots, but users aren't sticking.

We help you figure out what's actually confusing - Reality Checks for fast fixes, Blueprint Sprints for structural foundation.

Learn More

Dev Partners

Your clients want to jump straight to building. But they haven't figured out what to build yet.

We provide the strategic discovery layer - Reality Checks for validation, Blueprint Sprints for co-delivery.

Learn More

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How We Work

Two ways to work together

The challenge: Most B2B startups skip the discover and define phase because they're under time pressure. They think they know what users need. By the time they realize they don't, they've burned 3-6 months of runway building the wrong thing.

Our approach: We specialize in the strategic discovery and definition work that prevents expensive mistakes. Depending on where you are and what you need, we offer two distinct services:

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UX Reality Check

Fast diagnosis from experience.

When you're at a decision point, we look at what you've built with fresh eyes. Pattern-matching from 50+ similar situations, we tell you what's actually confusing and give you tactical fixes you can implement this quarter.

Best for: Quick validation, specific questions, decision points

Investment: Single session $2,000 | 3-pack $5,500

Book a Reality Check
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UX Blueprint Sprint

Research-backed architectural foundation.

2-week sprint engagements over 6-10 weeks that create the structural foundation your team needs to build with confidence. We research your specific users and deliver wireframes, flows, and journey architecture - concrete deliverables your design and engineering teams can execute against.

Best for: Series A+ companies, major product bets, evidence for investors

Investment: Starting at $33K (Foundation) | $56K (Foundation + Flow)

Learn About Blueprint Sprints

Recent Medium Articles

Why Most Startups Aren't Building Companies

Why Most Startups Aren't Building Companies … Because They're Building Exit Strategies

Simon Carney By Simon Carney

Where organizations once built internal R&D capabilities and developed solutions from the ground up, leadership now scans the horizon for acquisition targets. We've created the private equity version of R&D — and it's far messier than anyone admits.

Bootcamp February 24, 2026
Read More
We Built the Algorithmic Economy

We Built the Algorithmic Economy, and Now It's Pricing Us Out

Simon Carney By Simon Carney

Uber users who load gift cards sometimes get higher fare quotes for the same route. I've designed parts of this machine — and I can tell you exactly how we got here, and what it means that UX designers became accidental architects of systems that work against the people using them.

Bootcamp October 6, 2025
Read More
Why Real UX Leadership Means Ignoring Your First Idea

Why Real UX Leadership Means Ignoring Your First Idea

Simon Carney By Simon Carney

The job isn't to polish the obvious — it's to push past it, and teach your team to do the same. First ideas feel good because they come quick and feel familiar. That's exactly the danger. Most first ideas aren't wrong; they're just unfinished.

Bootcamp September 22, 2025
Read More

 

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Ready to figure out what's actually blocking adoption?

You're too close to your product to see what's confusing. We've seen this pattern hundreds of times. One Reality Check can save you months of building the wrong thing. 

Book a Reality Check Schedule a Quick Call