What if —

Ideas with no
category yet.

These are the things we're actively asking. Some will become products. Some will teach us something. Some will stay questions.

Ongoing2024
EXP #01

Ambient Interface

“What if your tools knew when to be quiet?”

Most interfaces demand attention. They have menus, notifications, affordances — all of which require you to look at the interface rather than through it. This experiment explores what an interface looks like that adapts its visibility to the intensity of the task at hand. Low-stakes tasks: full visibility. High-concentration work: the interface recedes.

InterfaceAttentionCalm Technology
Ongoing2024
EXP #02

Language as Structure

“What if writing a description was the same as building a system?”

Natural language and formal structure have been treated as opposites. You either write about a system or you define it. This experiment explores a middle layer — a constrained natural language that can be both read by humans and parsed into executable structure. Early results are surprising in both directions.

LanguageSystemsAI
Ongoing2023
EXP #03

Memory for Teams

“What does it mean for an organisation to remember?”

Individual memory is well-understood. Institutional memory is a cliché that everyone agrees is important and no one has solved well. This experiment builds a prototype of organisational memory that is active rather than archival — that surfaces what the team has learned at the moment the team needs to remember it.

KnowledgeAITeams
Concluded2023
EXP #04

Constraint as Canvas

“What happens when you remove most of what a design tool can do?”

Design tools have evolved toward maximalism — every capability, every option, every possible affordance. This experiment goes in the opposite direction. A design tool with exactly four operations. The hypothesis: radical constraint does not limit creativity; it redirects it.

DesignToolsCreativity
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