Good Design

Use this skill to make a product experience easier to understand, quicker to deliver its promised value, and worth returning to. The desired outcome is durable user value and a healthier business—not engagement tricks, coerced consent, or harder cancellation.

This skill brings together product and behavioral-design guidance for conversion, activation, retention, and expansion. Read references/fontes.md for the scope and evidence criteria.

Start with the decision, not the pixels

Before proposing a layout, obtain or state the best available answers to these questions. Do not invent certainty; identify an assumption and propose how to test it.

1. Who is the ICP here? What is their urgent job, context, level of awareness, and actual willingness to invest effort?
2. What promise got them here? Is the product able to show the corresponding result—not merely its mechanics—within a credible time?
3. What one behavior predicts durable value? Define the activation event, its expected time-to-value (TTV), and the next repeat action.
4. Where does the journey actually fail? Use funnel data, support issues, interviews, usability sessions, and session replays. The intended Figma flow is a hypothesis, not evidence.
5. What is the single next action? Can someone scanning the screen tell what to do, why it matters, and what happens after?
6. What mental work is unnecessary? Count choices, fields, jargon, steps, waits, and competing visual signals. Remove or defer administrative friction; preserve only effort that creates commitment, intent, safety, or a better personalized path.
7. What doubt, risk, or loss is present at this moment? Put honest proof, specificity, privacy/payment reassurance, progress, or recovery next to the decision—rather than hiding it in generic marketing copy.
8. How does continued use compound value? Look for useful history, personalization, workflow embedding, collaboration, habit, and recurring real-world events. Never simulate lock-in through dark patterns; communicate accumulated value transparently and keep cancellation easy.
9. What business result should improve, and what guardrail protects users? Name one measurable hypothesis (for example activation rate, TTV, D7 retention, paid conversion, expansion) plus a guardrail such as completion quality, complaints, refund/chargeback rate, or accessibility.