Build products on simple, foundational concepts rather than complex, rigid features. These core building blocks can then be combined and layered, leading to emergent complexity that allows the product to scale and serve diverse needs without being overwhelming by default.

A month before launch, Figma's whiteboarding tool, FigJam, felt undifferentiated. In a high-stakes meeting with the team and board, they pivoted strategy to focus entirely on making it 'fun.' This led to features like cursor high-fives that gave the product its soul and market distinction.

To truly differentiate, Zenly and Amo focused on creating entirely new interaction patterns. The "edge zoom"—pulling a thumb along the screen edge to zoom the map—was so effective that users found it hard to use standard maps afterward, demonstrating how novel UX creates a deep, defensible moat.

Instead of using stock assets, Tommy Smith invested time in creating his own icon set. He now uses it across all his projects, giving his work a unique, consistent identity that is distinctly his. This high-leverage project serves as a key differentiator and personal branding tool.

Amo's visual language breakthrough came from mimicking a refrigerator door—a messy collage of magnets and papers. This "fridge ID" concept led to a UI built on layered, sticker-like elements, creating a look that is thoughtfully chaotic, personal, and distinct from polished, grid-based designs.

Real delight is not a superficial layer like confetti, but is embedded in the core UX through physical, tactile interactions. Amo's friend browser mimics an old Rolodex or iPod wheel—a non-essential but highly engaging mechanic that makes users smile even after repeated use.

A truly product-driven culture involves everyone, not just designers and product managers. At Amo and Zenly, a deep connection between all teams was crucial, with many innovative product ideas originating from unexpected places like the backend engineering team, who were deeply involved in shaping the user experience.

To avoid generic, 'purple AI slop' UIs, create a custom design system for your AI tool. Use 'reverse prompting': feed an LLM like ChatGPT screenshots of a target app (e.g., Uber) and ask it to extrapolate the foundational design system (colors, typography). Use this output as a custom instruction.

A project's most defining element can grow from a seemingly small, playful exploration. The complex mosaic interaction on the Shift Nudge site began with MDS simply designing pixel icons for fun, demonstrating how following small sparks of curiosity can lead to major innovations.