What we're building.
What we're learning.
The Journal documents the thinking behind Simple Tools Labs. An ongoing inquiry into product design, human behaviour, interface psychology, and building enduring software.
Why a pressure cooker has better UX than most apps
In an era of dashboard bloat and noisy push alerts, a humble kitchen pressure cooker demonstrates the pinnacle of interface clarity. By translating complex, invisible thermodynamic states into a single, unambiguous acoustic signal, it solves the fundamental UX problem: communicating system status without overwhelming human attention.
The tiny bumps that make your keyboard easier to use
Two barely perceptible ridges on the F and J keys anchor millions of typists without requiring a single glance. When software designers disregard these hard-won conventions in pursuit of aesthetic novelty, they break muscle memory and force users to relearn what should be instinctive.
Why good software gets out of your way
The most profound tools in human history do not demand adoration; they dissolve into the task at hand. When software shifts from an invisible cognitive prosthetic to a self-aggrandizing destination competing for screen time, it ceases to be a tool and becomes an obstruction.
What we learned building Tangled
The modern internet was engineered for scale, virality, and public broadcasting, leaving modern couples stranded in transactional chat feeds crowded with OTPs and work pings. In building Tangled, we discarded algorithmic feeds and metrics to craft a dedicated digital sanctuary for two.
Why we're making Doublew
Most productivity applications act as digital landfills for unfulfilled ambitions, generating chronic anxiety rather than meaningful momentum. Doublew rethinks personal productivity around commitment, radical constraints, and the psychological closure of claiming daily wins.
Why is cancelling a subscription harder than buying one?
When companies make signing up take two clicks but turn cancellation into an epic odyssey across cascading confirmation screens, friction is not an accident—it is weaponized design. Preserving an honest business model requires symmetrical friction and recognizing that a customer's right to leave defines the ethical boundary of software.