How to Decide Like a $300K Head of Design

What’s inside

7 rules in 2 parts, each one a test you can run on your own designs today. A Head of Design decides what does and (more importantly!) does NOT get built, and these are the rules I run before anything ships. By the end of this playbook you’ll judge a screen the way I do, in two minutes.

• Part 1 Should this design exist? Rules 1 and 2. Function first, form second. Polish where the money is.
• Part 2 Does this design work? Rules 3 to 7. Would an 8 year old get it? One loud button. Words are design. Empty, slow and broken are designed. Same thing, same way.

I’m Danny! I’ve designed and coded software for 20+ years working in Children’s Edtech, Gaming, Sport, and Insurance. At the heart of everything I create is blending art, science, and human connection. Creating became an obsession of deep thinking perfectionism that got some serious results. As the only designer in the room, I helped 3 companies get acquired, took another from 0 → 300k MAU, and 10+million people have gone through my user journeys. I love this industry and the people in it! I get fired up helping software founders get an unfair advantage in the age of ai-slop.

Designing & coding software

20+ years

People through Danny's user journeys

10+ million

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How to Decide Like a $300K Head of Design

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