Data Intelligence

We define what matters
Not everything that can be measured should be. We work with teams to identify the signals that align with intent then frame those signals as questions that drive the work forward. This isn’t about dashboards filled with vanity metrics. It’s about knowing what to watch, what to ignore, and how to respond.

By defining meaningful metrics early, we help teams stay focused as they build, anchoring decisions in something stronger than instinct.

We structure for visibility
Insight requires access. We help organize raw data into usable frameworks, whether that’s building taxonomies, designing tagging systems, or cleaning up behavioral logs. Structure makes it easier to connect inputs to outcomes and to see how users actually move, decide, and drop off.

When data is properly structured, complexity doesn’t disappear. It becomes navigable. That’s where good decisions start.

We design for learning
A smart product gets smarter over time. We help teams design systems that learn through use by capturing moments, measuring outcomes, and adapting to behavior as it changes. This could mean embedded testing, automated feedback loops, or simply making patterns visible to the right people at the right time.

Learning shouldn’t be retrospective. We build it into the rhythm of the product, so insight arrives in time to matter.

We surface what drives action
It’s not enough to gather insights. They have to land. We focus on surfacing the right information in the right context, directly within the tools and workflows where decisions happen. That could mean lightweight internal tools, smarter product overlays, or real-time signals embedded within products.

The aim is always the same: make it easier to act on what matters, and harder to miss what’s changing.

We make it stick
Data is often treated like a project. We treat it like part of the product. We help teams embed analysis into rituals, decision-making, and design standards so learning compounds over time. When data strategy is built into the product's core, it doesn't have to be re-explained every quarter.

Our goal isn’t just a smarter dashboard. It’s a smarter team.

We visualize with precision
Data deserves better than a default bar chart. We design visualizations that are clear, useful, and beautiful—borrowing from the discipline of people like Edward Tufte, Andrew Kuo, and Nicholas Felton. Whether we’re building product-facing charts, internal performance tools, or public-facing data stories, we treat visual design as a strategic tool, not a garnish.

We work across a range of tools and formats and always grounding the work in clarity, rhythm, and restraint. The result is not just comprehension, but persuasion. Because how data is shown often determines what’s seen.