Book a call

About

Services

Team

Pricing

Testimonials

Book a call

About

Services

Team

Pricing

Testimonials

About

Services

Team

Pricing

Testimonials

Book a call

Design that changes how people behave

Embedded product design partner for early-stage startups. Rooted in behavioral science.

Book a call

Trusted by teams backed by

You need design leadership, but can't stop to hire. Freelancers ship and disappear. Agencies never really get it. Neither understands why your users do what they do.

We embed directly into your team. One monthly price, working at your pace. Senior designers who've spent years building habit-forming products, fully invested in making yours succeed.

You need design leadership, but can't stop to hire. Freelancers ship and disappear. Agencies never really get it. Neither understands why your users do what they do.

We embed directly into your team. One monthly price, working at your pace. Senior designers who've spent years building habit-forming products, fully invested in making yours succeed.

You need design leadership, but can't stop to hire. Freelancers ship and disappear. Agencies never really get it. Neither understands why your users do what they do.

We embed directly into your team. One monthly price, working at your pace. Senior designers who've spent years building habit-forming products, fully invested in making yours succeed.

What we do

Product Strategy

We lead design sprints, facilitate brainstorms, and drive product decisions alongside your team.

So everyone is aligned on what to build and why.

Product Strategy

We lead design sprints, facilitate brainstorms, and drive product decisions alongside your team.

So everyone is aligned on what to build and why.

User Research

We get inside your users' heads through interviews, testing, and feedback loops that uncover real behavior.

So you're building around real needs, not assumptions.

User Research

We get inside your users' heads through interviews, testing, and feedback loops that uncover real behavior.

So you're building around real needs, not assumptions.

UX/UI Design

We design wireframes, prototypes, and high-fidelity interfaces built around how users think and behave.

So your product looks good and works even better.

UX/UI Design

We design wireframes, prototypes, and high-fidelity interfaces built around how users think and behave.

So your product looks good and works even better.

Design Systems

We create scalable component libraries and documentation that keep your product consistent.

So your product feels cohesive as you grow. (Engineers usually love this part)

Design Systems

We create scalable component libraries and documentation that keep your product consistent.

So your product feels cohesive as you grow. (Engineers usually love this part)

You've built something your users want.
Now let's make them excited to stay.

You've built something your users want. Now let's make them excited to stay.

Align

Design

Ship

Evolve

Who you’re working with

Sam Lam

Founder & Design Strategist

Sam Lam

Founder & Design Strategist

Previously @ Noom, Future, Wanderlog

Sam's background spans psychology, wildlife biology, and strength coaching. Three different fields, one obsession: how behavior actually changes. It shows in how she designs habit-forming consumer apps that keep users coming back.

Gerry Gonzalez

Senior Product Designer

Gerry Gonzalez

Senior Product Designer

Previously @ Accenture

Gerardo's background spans visual systems, motion design, and product interfaces. Three different crafts, one obsession: making digital products feel as good as they work. It shows in how he builds cohesive UI and visual systems that developers can actually build and users actually enjoy.

Pricing

Whether you need a quick win or an ongoing partner, we've got you covered. Every engagement brings the same senior design thinking and behavioral science approach.

Book a call

Product Audit

Starting at

$1,500

Behavioral analysis of your product

Prioritized findings and recommendations

Delivered within one week

Best for teams who need clarity before making design decisions.

Product Audit & Sprint

Starting at

$4,000

Everything in the Product Audit

One week of focused design work on the highest-impact problems

Ready for engineering hand-off

Best for teams who want user problems solved in one engagement.

Embedded Partner

Popular

Starting at

$6,000/month

Strategist and Product Designer

Strategy, research, and execution at a flat monthly rate

Scales with your priorities

Best for teams who are testing, iterating, and shipping continuously.

What it’s like to work with us

“Sam stepped into true 0 to 1 work and immediately became central to our discovery process. She moves quickly, tests hypotheses fast, and brings a strong bias for action to ambiguous problems. She takes real ownership, operates with high agency, and works independently without losing alignment. Just super easy to work with and focused on high-impact work that moves the project forward.”
Hisham Elaraby, Founder @ Sovrin
Previously Udacity, Google, McKinsey
“Working with Sam was one of the most collaborative Designer-PM partnerships I’ve had. She brought strong user empathy and product intuition, challenged thinking in constructive ways, and helped shape product strategy beyond design execution. She was thoughtful, proactive, communicative, and made complex problems feel solvable. Sam is exactly the kind of designer that early-stage teams need!”
Kristina Wang, Product @ Atlassian
Previously Noom, Wish, Docusign
"Sam grounds design decisions in user research, forming clear hypotheses and validating them fast. She understands business constraints, moves fast, and ships. She's also an excellent communicator, which mattered a lot given the team was fully remote. Not every designer can operate in an early-stage environment with that level of intentionality and speed, but Sam does."
Nourhan Shaaban, Founder @ Mash
Previously Noom, Udacity, Google
“Sam operated with both speed and sound judgment. In our fast-moving environment, she could take loosely defined ideas and turn them into tangible tests. She adapted thoughtfully as insights came in and helped us move quickly without losing clarity. Thoughtful, collaborative, and honestly just great to work with.”
Cynthia Song, Product @ Loti
Previously Noom, Airbnb, Google

“Sam stepped into true 0 to 1 work and immediately became central to our discovery process. She moves quickly, tests hypotheses fast, and brings a strong bias for action to ambiguous problems. She takes real ownership, operates with high agency, and works independently without losing alignment. Just super easy to work with and focused on high-impact work that moves the project forward.”
Hisham Elaraby, Founder @ Sovrin
Previously Udacity, Google, McKinsey
“Working with Sam was one of the most collaborative Designer-PM partnerships I’ve had. She brought strong user empathy and product intuition, challenged thinking in constructive ways, and helped shape product strategy beyond design execution. She was thoughtful, proactive, communicative, and made complex problems feel solvable. Sam is exactly the kind of designer that early-stage teams need!”
Kristina Wang, Product @ Atlassian
Previously Noom, Wish, Docusign
"Sam grounds design decisions in user research, forming clear hypotheses and validating them fast. She understands business constraints, moves fast, and ships. She's also an excellent communicator, which mattered a lot given the team was fully remote. Not every designer can operate in an early-stage environment with that level of intentionality and speed, but Sam does."
Nourhan Shaaban, Founder @ Mash
Previously Noom, Udacity, Google
“Sam operated with both speed and sound judgment. In our fast-moving environment, she could take loosely defined ideas and turn them into tangible tests. She adapted thoughtfully as insights came in and helped us move quickly without losing clarity. Thoughtful, collaborative, and honestly just great to work with.”
Cynthia Song, Product @ Loti
Previously Noom, Airbnb, Google

“Sam stepped into true 0 to 1 work and immediately became central to our discovery process. She moves quickly, tests hypotheses fast, and brings a strong bias for action to ambiguous problems. She takes real ownership, operates with high agency, and works independently without losing alignment. Just super easy to work with and focused on high-impact work that moves the project forward.”
Hisham Elaraby, Founder @ Sovrin
Previously Udacity, Google, McKinsey
“Working with Sam was one of the most collaborative Designer-PM partnerships I’ve had. She brought strong user empathy and product intuition, challenged thinking in constructive ways, and helped shape product strategy beyond design execution. She was thoughtful, proactive, communicative, and made complex problems feel solvable. Sam is exactly the kind of designer that early-stage teams need!”
Kristina Wang, Product @ Atlassian
Previously Noom, Wish, Docusign
"Sam grounds design decisions in user research, forming clear hypotheses and validating them fast. She understands business constraints, moves fast, and ships. She's also an excellent communicator, which mattered a lot given the team was fully remote. Not every designer can operate in an early-stage environment with that level of intentionality and speed, but Sam does."
Nourhan Shaaban, Founder @ Mash
Previously Noom, Udacity, Google
“Sam operated with both speed and sound judgment. In our fast-moving environment, she could take loosely defined ideas and turn them into tangible tests. She adapted thoughtfully as insights came in and helped us move quickly without losing clarity. Thoughtful, collaborative, and honestly just great to work with.”
Cynthia Song, Product @ Loti
Previously Noom, Airbnb, Google

It’s time to build the habit.

Let's find out if we're the right fit for your team.

Book a call