Every product has two versions. The one everyone thinks they’re building, and the one users actually experience.
I’m Craig. Twenty years of product design somehow turned into building AI workflows, designing systems, and being the person who keeps asking, “Wait… is this actually the problem?”
Selected work
02Checkout wasn't the problem. Confidence was.
Designing for nervous systems, not user flows
What if Santa wrote back?
Helping people question a belief without making them defend it
AI
03I build small minds. Then I put them to work.
Not “AI-assisted design.” Each one models a specific part of how a brain produces good work (mind-wandering, adversarial critique, procedural memory) and plugs into my process as a separate role. It generates. I still decide.
Writing
04About
05I’ve always cared more about why a thing works than whether it looks like it does. That’s pulled me through branding, illustration, animation, product strategy, AI, human behavior, and an embarrassing amount of Mormon history. It looked random for years. It wasn’t. Every rabbit hole turned into a mental model, and the mental models keep showing up in the products I build.
